The Baltic states of Estonia, Latvia, and Lithuania have each reportedly spent €30,000 to host US influencer and internet star Darren Jason Watkins Jr.
Better known as IShowSpeed, his engagement was apparently part of a flashy tourism push aimed at the US market.
Together, the Baltic countries contributed to covering his private plane costs and provided local security to ensure his safety when meeting his fans.
In Lithuania, local media reported that the €30,000 budget included a €20,000 appearance fee for the influencer, with another €10,000 covering on-the-ground arrangements.
The 20-year-old YouTuber, who has a combined social media following of more than 122 million across YouTube (42.2m), TikTok (41.4m), Instagram (38.3m), and Twitch (955k), touched down in Lithuania by private jet on July 16.
iShowSpeed is known for his energetic behaviour and various stunts online.
His Baltic adventure began the day before, with visits to both Estonia and Latvia on July 15.
As confirmed to Brussels Signal, his team initiated contact with Estonia’s tourism officials. The state agency Visit Estonia and the Estonian Business and Innovation Agency helped plan and co-ordinate his trip.
Visit Estonia approved the collaboration on the grounds that Speed’s core audience represents a growing and under-tapped segment of Estonia’s potential tourist market.
“We considered that Speed’s primary audience is American, and the US represents a growing tourism market for Estonia. IShowSpeed has over 79 million followers across different social media platforms, 70 per cent of them in the US,” Jana Kutsinskaja, head of international media at Visit Estonia, told Brussels Signal.
The Baltic nations appeared to have seized the opportunity to amplify their international visibility, hoping that the influencer’s reach, far exceeding that of traditional tourism campaigns, would justify the cost.
“This strengthens Estonia’s image, raises awareness, and builds interest, creating a form of security through soft means,” said Kutsinskaja.
“The follow-up on social media adds even more value: Hundreds of clips from the stream are already spreading, each with hundreds of thousands of views,” she added.
Speed’s often chaotic, live-streamed antics were seen as a new frontier for State-sponsored marketing.
The Baltic countries were not the only ones using influencers to boost tourism or the country’s reputation.
China has reportedly invited another US influencer on a 10-day, all-expenses-paid tour this month.
The initiative was part of China’s broader push to promote the country and show “real China” to global audiences.
Governments and politicians have increasingly turned to the internet and social media algorithms as powerful tools for public relations and influence.
European institutions have also embraced influencer marketing.
In the lead-up to the 2024 European elections, the European Parliament enlisted the help of social media influencers to encourage voter turnout, particularly among younger audiences.
More than 100 content creators were invited to Brussels for a dedicated Content Creator Summit, aimed at boosting awareness and participation in the June elections.
At the time, it was believed that young voter turnout would counter a potential surge of Europe’s “populist” movements.
More than 100 social media content creators were invited to the European Parliament in Brussels for a Content Creator Summit in a bid to promote the EP elections in June. https://t.co/tJ9DxtKkoX
— Brussels Signal (@brusselssignal) May 14, 2024
