Instagram fashion influencers are increasingly becoming publishing powerhouses with their own lucrative business models, according to strategic consulting company LSP Digital.
Leonie Hanne from Hamburg, for example, has a media value of roughly 6,000 U.S. dollars per post, including brand naming. Internationally successful influencers even generate five-digit sums for single posts. Followers become a so-called fashion currency. It is estimated that fashion brands already spend one billion euros per year on Instagram posts.
Meanwhile, a line-up of successful fashion bloggers 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.