"Surely, the argument went, it wasn't sustainable to hand huge pay cheques to nobodies for work that anyone with a smartphone could do. For just as long, the influencers have proven the naysayers wrong. Social media marketing went from a cottage industry to a multi-billion-dollar global business. Content creators reached new levels of fame and industry acceptance, even launching brands of their own. Influencers' combined earnings are projected to top $20 billion this year, according to eMarketer."
"Shoppable links, the cornerstone of the influencer economy since the heyday of fashion blogging, is at the centre of a turf war that's drawn in well-funded startups, global retailers and old-school media giants. Creators are increasingly asserting themselves, whether by speaking out against brand partners, or steering followers to platforms like Substack, Patreon and even OnlyFans where it's easier to monetise their followings."
Social media marketing evolved from a cottage industry into a multi-billion-dollar global business. Content creators achieved mainstream fame and launched brands. Influencers' combined earnings are projected to top $20 billion this year, according to eMarketer. Fashion brands now allocate significant marketing budgets to creators via gifting, sponsored posts, and collaborations. Shoppable links are central but contested, as startups, retailers, and media giants compete. Creators are asserting more control, moving audiences to direct-monetization platforms like Substack, Patreon, and OnlyFans. Influencers face new competition for attention from each other and from AI-generated content.
Read at The Business of Fashion
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