Unfollowing Conor McGregor on social media sends a powerful signal you do not approve of his behaviour and reduces the potency of his brand, tech expert Jess Kelly has said. 

On Friday, a jury found that McGregor assaulted 35-year-old hair colourist Nikita Hand in a Dublin hotel in 2018. 

Since the verdict, social media has been awash with people urging their friends to unfollow him on Instagram and X - both of which McGregor is a regular user. 

On Lunchtime Live, Newstalk’s Tech Correspondent Jess Kelly explained why follower counts are so important to influencers. 

“When you unfollow someone, you are a minus from their reach and from their follower count,” she said. 

“Therefore, it’s one less thing that they can factor into the cost that they can charge for sponsored social media posts. 

“One of the posts that Conor McGregor has posted in the last 24 hours is of a product that’s being sold with a link to it, tagging in the Kardashians, trying to make money from it. 

“I don’t know if he’s being paid for that or if he’s involved [with the company] but that’s an example of sponsored content or brand affiliated content. 

“He has over 47 million people following him online; there are reports he could make more than €100,000 per post.” 

Conor McGregor leaving the High Court. Image: Leah Farrell/RollingNews

Some have questioned whether following a person amounts to an endorsement of their behaviour, arguing that people can follow someone out of simple curiosity. 

It is not an argument that Jess subscribes to. 

“Today, in 2024, if you want to hatewatch somebody, you can go and check to see what somebody is up to,” she said. 

“Articles on news websites are now written based on what people have on social media. 

“There is no need to be following and I would say that it is endorsing them because it is a factor in the money they can make. 

“But also the prominence they are given on these platforms.” 

Conor McGregor with his father Tony leaving the High Court. Photo: Leah Farrell/© RollingNews.ie

Also on the programme, Rape Crisis Network Ireland Executive Director Clíona Saidléar urged people to think carefully about the message buying McGregor products sends. 

“What is the message that we’re sending out there? What are we saying in terms of who we admire in society?” he said. 

“When you have a celebrity who is endorsing and whose name is attached to products in order to sell them. 

“What we’re really saying there is that this is somebody admirable; this is someone we want our children to look up to, we want them to emulate that person. 

“So, what we’re saying is we really need to have a think if we’re associating ourselves [with him] if we’re buying the products, what are we saying about the type of society we want?”  

McGregor continues to maintain his innocence and has vowed to appeal the civil court’s verdict.

If you have been impacted by rape or sexual assault you can contact the Rape Crisis Centre 24-Hour National Helpline on 1800 77 8888.

Main image shows Conor McGregor. Image by: Leah Farrell/© RollingNews.ie