In an era of ‘baddies,’ companies are racing to keep up with the influencer economy | CNN Business

New York —

The CPAP Baddies assembled in Vancouver, Canada.

The first official hangout for users of the sleep apnea treatment device was an influencer-style event hosted by medical company ResMed, complete with merchandise, hors d’oeuvres and a photobooth.

At a podcast-style corner, a host asked the attendees, who scored invites through an Instagram link open to the public: “When you first heard ‘CPAP baddie,’ what did you think?” Their answers were later posted on social media.

ResMed, which dominates the market for the medical devices, is among the companies shifting towards influencer-style videos – but with regular customers and employees, not cultivated internet personalities. This can mean having employees post content with a fuzzy mic while on the clock, hosting influencer-type events for customers or other efforts.