Those of us focused on growing consumer products are constantly looking for ways to spread the word to new audiences. One trend that seems to be increasing is the use of celebrity and influencer endorsements. Perhaps celebrities and influencers are now more accessible than they were in the past, and both celebrities and entrepreneurs alike have seen the success stories and want in. We’ve seen Jessica Alba’s Honest Co. grow into a $1B business, watched DJ Khaled drop wisdom bombs on Snapchat amassing 3 million or more views per video (with monetization surely coming next), and we see people like Kylie Jenner promoting a detox tea on Instagram that she probably doesn’t drink. While it might be tempting to try to emulate these strategies there is a far more sustainable method to get users for your product.

You are much more likely to find success and growth by turning to the actual users of your product. If that’s Kim Kardashian for you, awesome. But for most of us it’s not.