8THE FUTURE FOR INFLUENCERS
When data was first published on how much influencers were being paid, with celebrities such as Kylie Jenner earning more than $1 million per post, many believed that the future for influencer marketing pointed in just one direction—up. Business Insider’s Influencer Marketing report predicted the influencer marketing industry would be worth more than $15 billion in 2022 as compared to $8 billion in 2019.1 But other voices started to question the solidity of the future of influencer marketing, wondering whether intermittent scandals, from the implosion of the Fyre Festival to the fabrication of cancer by Belle Gibson to the deception of race by Emma Hallberg2 have eroded consumers’ trust, and without trust there is ...
