Companies or projects need some catchy ways of getting the attention of the masses. Some does it through organic way of gaining followers and users and most does spend a lot of money to market the projects or products that they have.

With channels that are everywhere with the use of internet and someone who knows how to maximize the exposure and engagement of these companies really gets to enjoy the effectivity of it and converts it into sales.

And that is why it is not surprising if companies spends from thousands to millions of dollars into marketing because that's probably just 10%-20% of their income and are convertible into sales profits in gross.