Why Follower Count Matters Less Than Ever
As brands gain better visibility into engagement, conversion and audience quality, the creator with the biggest following is no longer necessarily the most valuable.
In the ever-evolving creator economy, follower count is becoming less of a key indicator of a creator's value. Influencers are now more powerful than ever, with legacy media outlets and digital startups struggling to keep up. Refinery29, the latest publication to realize this, is partnering with influencers to boost their success. This new dynamic is causing tension between influencers, who understand their audiences' desire for affordable fashion dupes, and fashion brands, which dislike having their designs replicated.
The rise of advanced tools and platforms has made it simpler to track the sales generated by influencers, prompting a shift in what brands prioritize when building their creator networks. While a creator with a large following may seem valuable, the truth is that it's not always the case. The French court recently ruled against a bill banning social media access for under-15s, citing infringement on freedom of expression.
Meanwhile, American company earnings are due after a quarter marked by an abandoned merger, scrapped brand divestments, and executive reshuffling.
As brands gain a clearer understanding of engagement, conversion, and audience quality, the creator with the largest following is no longer the most valuable. This evolving landscape will require brands to adapt their strategies and build diverse networks of creators to stay competitive in the dynamic world of fashion and social media.
Written by urgent.news from Business of Fashion's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
