Social Capital
Social capital is when a person has enough followers to be able to make connections and/or possible endorsements through the fact that they have a high stature on social media. I feel that it is a much more prevalent idea nowadays due to the vast majority of people having at least one social media account. Without that following, it would be much less likely that someone gets the same opportunity.
When learning about social capital, a YouTuber I watch often comes to mind. His name is Greg Doucette, he is a bodybuilder who gained a following quickly two years ago. He had become famous for his videos discussing whether a celebrity/a well-known person in the fitness industry was on any steroids or performance enhancing drugs. Through that fame he was then able to create a cookbook, training program, and supplement line.
Without that fame, Greg would not have been able to fund any of the products he has made recently. His training program specifically is quite expensive because he is personally keeping in contact alongside a team to ensure that the person gets the personalized training and nutrition to become the best version of themself. He would not get away with that pricing if he did not have 1 million subscribers on YouTube. He also has gained the opportunity to collaborate with other well-known figures in the fitness industry, which will only further his growth in the future. Without the fanbase he has, it would take much longer to accomplish what he has at this point in his career.
