Influencers: We Threw Too Much Money at Them

Influencers are going to start disappearing. Brands are going to start realizing the amount of followers you have doesn’t mean shit. Just because photos look good and have 200,000 followers means nothing. You can’t rely on content creators all day long.

Hahaha, I honestly couldn’t help chuckle in reading this interview because it encapsulates perfectly what I feel a lot of people have already been observing for a while. It’s just that they’ve been reticent to voice it and that’s the fact that there’s a subgroup of people who’s ego has gone way over the top when it comes to promotional campaigns with brands. They obviously utilize the amount of Followers they have in order to demand more money, which is find but the work itself in my opinion falls way short and yet brands continue to pursue them regardless simply because of their numbers. Once that started to happen, there was no way anyone else with a large Following would consider doing anything under a certain amount.

I completely understand the business aspect of all this but what always baffles me time and again is when brands continue to reach out to people solely on their numbers regardless of whether this person’s aesthetic even aligns with the brand’s itself. Brands have given Influencers the power to demand what they want and it should be interesting to see how brands themselves can sort of take control back by reconditioning the ecosystem that they themselves began throwing too much money at.