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FEATURED REPORT

Social Influencers

- June 18, 2021
Can they continue to shape American culture?
Photo of fashion model and influencer Luka Sabbat in New York City on September 24, 2020. (Getty Images/Gotham/Contributor)
Social influencers are extending their reach in American society, filling roles ranging from entrepreneur to muse to thought leader. They are posting on Instagram and other social media to promote products — and to spur conversations on everything from the Black Lives Matter movement to fashion. The influencer industry is seeing explosive growth and is expected to be worth nearly $15 billion by 2022, while top influencers with followings of 1 million or more can receive $250,000 per post.
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Why are social influencers popular? Have you relied on any when buying a product?

For brands seeking consumer outreach, what are the advantages to using an influencer? What are the risks?

Read Discussion Questions
 
1750s–1950sThe Industrial Revolution introduces a surplus of goods in need of marketing.
1970s–1990sCelebrity endorsements lay the groundwork for the modern influencer industry.
2000s–PresentSocial media opens new ways of communication for influencers through the virtual exchange of memories, stories and ideas.
   
See more of the Chronology

Has influencer culture hurt the way people build genuine connections?

Pro

Alavia Khawaja
Lifestyle Influencer.

Con

Dominika Perek
Fashion Influencer and Co-Founder, Mess magazine .
Read the Pro/Con Debate

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Reports are published online 44 times a year. Click here to see the 2021 publication schedule.

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