Kennedy is among the many social media influencers who have launched business models that are not dependent on the platforms—Instagram, TikTok—that fueled their rise. Influencers can fall into the trap of essentially being “Uber drivers for Instagram or TikTok,” says Sean Branagan, director of the Center for Digital Media Entrepreneurship at Syracuse University. “You’re waiting for the assignment and the money; you’re not in control of where your business is going.” Kennedy has monetized her social media following by creating an affinity group—rather than seeking mass appeal—and she “cares for, stimulates, and advances” her audience with her paid offerings, Branagan says. “What she has is a magic potion, and it’s about more than her face and name.”
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6Koch borrowed the idea of using gelatine from mycologist Oscar Brefeld, who had used it to grow fungi. Interestingly, Brefeld also employed carrageenan, another seaweed-derived jelly. Because fungi generally favor growing at ambient temperatures, Brefeld might have been less plagued by the melting of growth media than Koch.