Jacob Sartorius’ New Marketing Strategy Involves Trolling Jojo Siwa

If you’re a frequent social media user, I’m sure you’re aware of all the hate Jojo Siwa has been getting following the release of her song ‘Karma.’  There's plenty of people copying the face paint from her music video and mocking the way she speaks in interviews. One of these people is actually former muser Jacob Sartorius.

From the 19th of May onwards, Jacob’s Instagram posts have mostly centered around promoting his music with Jojo-themed jokes. His first post showed him singing a snippet from his new song ‘Simon Says,’ in response to a TikTok where Jojo claimed that she is “the only influencer that also does music.” 

This post was then followed by another video just four days later and it involved Jacob talking through the logistics of the rise and fall of musician’s careers and arguing that he is going to make the best musical turnaround (and not Jojo).  He points to artists such as Miley Cyrus and Justin Bieber to state his case and proclaims that he is the only one that has “fallen off,” and not yet returned for a much more successful career. He then encourages people to break ‘Karma’s’ streaming record by surpassing  13.2 million streams in 48 days when ‘Simon Says’ is released.

His marketing strategy is one that many of us haven’t seen before. Normally, we see influencers working alongside each other to promote their brands. Yet, in Jacob’s case, we’re seeing less of a partnership and more of a one-sided fight. It seems to be quite a good strategy though. That’s if the comments are anything to go by. I’ve seen plenty of people who are enjoying his content and finding it impressive.

Afterall, his new strategy is what some might call anti-marketing. He is starting drama and this would normally result in less sales. However, it’s proving to be successful in this case as so many people have jumped on the Jojo Siwa hate train.

His more recent content is a photo of him copying Jojo’s face paint with the caption “Can’t believe I invented this,” and a video of him driving around in a car with his face plastered all over the paintwork. The supportive comments on these posts continue to flood in but I’m not quite sure what to think.

I wonder how his actions are perceived by Jojo herself. I always thought that they were friends so it’s kind of surprising to see posts like these. What do you think? Do you think he’s gone too far? Do you think Jojo is in on it all? I’m curious to know your thoughts.

The image above was posted to the Creative Commons for free use under the Creative Commons Attribution-Share Alike 4.0 International license.