Influencer Authenticity: To Grow or to Monetize 2: Under High Follower Turnover the Optimal Policy Is to Stay Authentic ForeverResearch Paper
Motivation
Social-media influencers earn money by endorsing products to their followers. An endorsement of a product that does not fit the audience brings in money today but costs followers, and followers are also what spreads awareness of the influencer to new people. Nistor, Selove and Villas-Boas (Influencer Authenticity: To Grow or to Monetize, Management Science, 2024) model this trade-off as a deterministic, infinite-horizon, discounted optimal-control problem with a single binary control. In their base model (§3) the optimal policy is to grow first and monetize later: authentic while awareness is small, permanently inauthentic once awareness passes a threshold.
Section 4.2 of the paper asks how this changes when the audience is not permanent: users join and leave the platform, or the influencer covers a topic that interests people only for a while. With follower turnover the influencer never reaches full awareness, and Proposition 3 says that if turnover is fast enough she never monetizes at all. The model gives a testable prediction: influencers on platforms with rapid user turnover, or in product categories with short-lived interest, should stay authentic.
Setting
Time is . There is a unit mass of potential followers, and is the share of them who are aware of the influencer, starting from . At each time she is either authentic or inauthentic. Following Table 1 of the paper:
- authentic: followers and instantaneous profit ;
- inauthentic: followers and profit ,
with and . These are the reduced-form parameters of §3.1: a fraction of aware people follow an inauthentic influencer, who earns per follower, and authentic profit per follower is normalized to . The paper assumes "for the remainder of the paper", so that being inauthentic pays more today.
Potential followers leave and are replaced at a turnover rate , and awareness follows equation (6):
where is the word-of-mouth rate. Under the always-authentic policy this is the logistic equation , with steady state . The influencer maximizes the discounted profit (2), , with discount rate .
In the Lean development (namespace InfluencerAuth.Turnover) a policy is a measurable set of the times at which she is inauthentic, so is "always authentic". IsPath β γ x A₀ S A says is an admissible awareness path, discountedProfit γ φ r S A is (2) at time , and IsOptimalFrom β γ φ r x A₀ S A says that earns at least as much as every measurable policy with any admissible path from the same . authValue β x r is the closed form of Lemma 5, and Condition2 γ φ β r x is
Formalization targets
Goal: Proposition 3 (p. 9)
Under the standing assumptions , , , , , with and Condition 2,
The range of is the paper's set of "all feasible levels of awareness". The statement fixes no constant beyond those of Condition 2.
Milestone: Lemma 5 (p. 9)
For and every admissible always-authentic path from ,
Milestone: display (7) (p. 9)
Significance
Proposition 3 is the paper's result on when the grow-then-monetize pattern of the base model breaks down. Without turnover the influencer always monetizes once she is large enough (Proposition 1, §3). With turnover there is a whole parameter region, given by Condition 2, where monetizing is never optimal. The condition compares the extra current profit from being inauthentic, , with the awareness lost by being inauthentic, , valued at the marginal value of awareness at the steady state, from (7).
The proofs are in an online appendix that is not part of the published article, and this result has no machine-checked proof. The mission provides a precise statement of the control problem: optimality over every measurable switching pattern, with the dynamics in integral form. It also gives the closed-form always-authentic value and its derivative as separate targets. A complete development would be one of the first formal optimality proofs for an infinite-horizon, discounted, continuous-time deterministic control problem.
Difficulty
Optimality is claimed against every measurable policy, not only against constant or threshold policies. The natural argument is a verification theorem: show that satisfies the Hamilton–Jacobi–Bellman inequality on the feasible range, then integrate along an arbitrary competitor path. Condition 2 is stated only at the steady state , where (7) gives the marginal value of awareness. At a lower awareness level the inequality comparing the two actions involves at that level, so it does not follow from Condition 2 alone; it needs control of on the whole interval. A competitor path may also switch infinitely often, so its awareness is only absolutely continuous, and the comparison must work almost everywhere. Above the steady state the always-authentic policy is in general not optimal, so any argument must use the restriction .
Formalization scope
- Policies and dynamics. A policy is a measurable
Set ℝ. An admissible path is continuous on , starts at , stays in , and satisfies for , with on and off . This is the Carathéodory form of (6). A derivative everywhere is not required, because that would exclude every switching policy. The clause follows from the equation and is stated to make integrability explicit. - Objective.
discountedProfitis with on and off ; the paper's value from time is the same object after the shift . No optimal value is defined as a real supremum; optimality is a comparison with every competitor. - Hypotheses. The goal carries every standing assumption of the paper: , , , , . It also assumes , which is how "discount rate " is read and which makes (2) finite. The milestones drop , and their assumptions, which the always-authentic value does not involve.
- No trivialization. The goal produces the optimal path existentially, so it cannot hold for lack of an admissible path. The competitor class is nonempty (the logistic solution is admissible), and every competitor's profit is the integral of a bounded measurable function, so no competitor collapses to the junk value . Widening to would make the statement false, not stronger.
- Infrastructure. The development needs the explicit logistic solution with turnover, differentiation under the integral sign for , and a comparison or verification argument for scalar ODEs with measurable coefficients. The verification lemma for discounted bang-bang control of a one-dimensional state is reusable for chunk 1 of this series and for similar marketing-diffusion models. Proofs of either milestone, a sanity proof that the logistic path is admissible, and the verification argument are all welcome contributions.
Selected references
- C. Nistor, M. Selove, J. M. Villas-Boas, Influencer Authenticity: To Grow or to Monetize, Management Science, Articles in Advance, 2024. https://doi.org/10.1287/mnsc.2023.03479
- F. M. Bass, A New Product Growth for Model Consumer Durables, Management Science 15(5), 1969, 215–227. https://doi.org/10.1287/mnsc.15.5.215
- W. H. Fleming, R. W. Rishel, Deterministic and Stochastic Optimal Control, Springer, 1975. https://doi.org/10.1007/978-1-4612-6380-7