The year 2020 could mark a turning point regarding how advertisers approach influencer marketing going forward. Over the past decade, the industry has been shaken up by influencer fraud, attribution challenges, public scandals and the negative effects of social media on our self-esteem. Amidst these challenges, we’ve seen influencers sell out capsule collections, drive cultural trends and inspire unprecedented career aspirations among Gen Z and Millennials such as becoming a “YouTube star.” Like it or not, the rise of the influencer has had an irrevocable impact on consumer culture.
By some estimates, the $8 billion influencer economy is slated to nearly double in size by 2020. Increased investments have resulted in a marketplace of influencers all competing in the same saturated space. Yet, the “aspirational” influencer model that made so many fashion creators a success on Instagram is finally facing a reckoning.
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In some ways, influencers today are becoming less opinionated. Because the space has become so heavily sponsored, many influencers are starting to give up the unique point of view that they defended for so long. If 2009 could be described as the year that fashion bloggers democratized fashion, 2019 could be described as the year
By some estimates, the $8 billion influencer economy is slated to nearly double in size by 2020. Increased investments have resulted in a marketplace of influencers all competing in the same saturated space. Yet, the “aspirational” influencer model that made so many fashion creators a success on Instagram is finally facing a reckoning.
This message brought to you by…
In some ways, influencers today are becoming less opinionated. Because the space has become so heavily sponsored, many influencers are starting to give up the unique point of view that they defended for so long. If 2009 could be described as the year that fashion bloggers democratized fashion, 2019 could be described as the year