Not bizarre at all. Instagram accounts for 54% of followers with...

Not bizarre at all. Instagram accounts for 54% of followers with Twitter accounting for 25% of total follower numbers. Majority of followers wont purchase any product but it's all about engagement and positive impressions that hopefully will lead to sales. They are building a brand and brands aren't built overnight. btw they missed guidance (ad revenue was expected to be a couple hundred thousand more) but share price is going up. The market is probably expecting acquisition and/or continued growth in the near future. Q3 I assume is a weak quarter coming out of Christmas holidays. It should be noted commentary is very positive. If they keep refining their product mix and engagement DMC sales will follow.