"Not long ago, the idea of getting paid to share your morning routine online would have sounded absurd. Yet today, influencers are big business: The global market is expected to surpass US$32 billion by the end of 2025. Rooted in celebrity culture but driven by digital platforms, the influencer economy represents a powerful force in both commerce and culture. I'm an expert on digital consumer research, and I see the rise of influencers as an important evolution in the relationship between companies, consumers and creators."
"In the 2010s, influencer marketing matured into a global industry. Agencies and digital marketplaces emerged to professionalize influencer-brand matchmaking, and regulators like the Federal Trade Commission started paying more attention to sponsored content. The rise of video and short-form content like TikTok and Reels in the mid-2010s and 2020s added authenticity and emotional immediacy. These dynamics deepened influencer-follower relations in ways that brands couldn't easily replicate."
The influencer economy has grown into a major market, projected to exceed US$32 billion by 2025. Social media enabled everyday creators to build audiences, shifting brand reliance from traditional celebrities to influencers. Agencies and marketplaces professionalized influencer-brand partnerships while regulators increased scrutiny of sponsored content. Short-form video formats such as TikTok and Reels amplified perceived authenticity and created emotional immediacy. Parasocial relationships produce perceived intimacy that often leads consumers to trust influencers more than brands. Influencers now operate as entrepreneurs and cultural producers, shaping consumer behavior and cultural trends in ways brands struggle to replicate.
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