Instagram “fashion influencers” are increasingly becoming “publishing powerhouses” with their own lucrative business models, according to digital strategic consultancy LSP Digital.
For example, an influencer with more than 50,000 followers can make at least 1,000 euros in earnings per post with brand naming included. Internationally successful influencers even generate up to 70,000 euros for a single post. Followers therefore become a so-called “fashion currency”. It is estimated that fashion labels already spend a billion euros a year on Instagram posts.
Meanwhile, a line-up of successful fashion bloggers such as Caro Daur, Leonie Hanne, Lena Terlutter or Marie von Behrens have established themselves in Germany, jetting around the world on behalf of big brands, posing in the brand’s clothes and even developing their own small collections within a cooperation model. They are clearly better at drawing the users’ attention to themselves, as the number of and involvement of their followers show, than the German editions of international fashion magazines (Instyle, Elle, Vogue in Germany).
All these developments point in the direction of these social influencers soon becoming a threat to the advertising revenues of classic glossy magazines.