The house that Instagram built: Influencer’s reno call out
They say you can't build a house on hopes and dreams but influencer Matt Fox wants to build one on Instagram posts.
The fitness guru's manager posted into well known publicity newsletter Social Diary that Fox was renovating his house and would like to collaborate with businesses who could chuck him a freebie or two - which Confidential thinks is tone deaf timing considering the hundreds of people who have just lost their homes to the horrific bushfires.
"Australian influencer Matt Fox is currently renovating his home and (is) on the lookout for partnerships," the posting read.
"Construction, furniture and homeware brands can get in touch with expressions of interest for partnerships.
"Matt has 189k followers on Instagram."
Fox has built an Instagram presence around his fitness plans with countless shirtless snaps of him working out and spruiking various fitness related products.
His solution for a cheap house reno was not regarded on Twitter after one user noted in a snippy post: "Or plan B could you use your own money and shop for specials at Harvey Norman and Furniture Galore."
This is not the first time Fox has made headlines.
In 2014 he pleaded guilty to using corrupt information to bet on tennis matches as well as trafficking and possessing cocaine and marijuana.
He is now a health and fitness influencer and has featured in Men's Health and Men's Fitness magazine.
But Fox's representation, Anna Mace, responded to the scrutiny by saying that large companies use influencer market and asking brands for sponsorship deals is just good business.
"Sure, it's easy to poke fun at influencers if you're unfamiliar with the industry and the ROI they can achieve," she said.
"Successful businesses are making $5.20 for every $1 spent on influencer marketing. Forbes has written about Lee Jeans, who doubled it's digital budget based on it's inclusion of influencers - we're talking millions in annual spend.
"Whether you follow your cousin who has great taste, or someone like Matt Fox, brands know that your next decision on which vacuum or toaster to buy can be influenced by either of them, and that's exactly what they pay for.
"Matt has just been savvy enough to turn his recommendations into his business."
Mace also asked if Confidential could link to his Instagram.