The Influencer Follower-Count Era Is Ending
BoF US Editor Diana Pearl joins Sheena Butler-Young on The Debrief to explain why the number at the top of a creator's profile no longer tells brands what they need to know — and what's replaced it.
The traditional metric of follower count for social media influencers is becoming obsolete in the eyes of brands, according to Sheena Butler-Young and Diana Pearl, senior correspondents at The Business of Fashion. The rise of follower numbers as a key indicator of an influencer's value has waned as companies seek more meaningful measures of impact.
While this shift is positive for genuine content creators, it also presents challenges for brands relying on superficial metrics. The cosmetics giant's recent stock surge, coupled with ongoing issues in its makeup and hair divisions, suggests the industry is still navigating uncharted waters as it transitions away from follower counts.
Meanwhile, global luxury brands are adapting their strategies for the Chinese market, which is experiencing a reevaluation of romantic traditions in the wake of the Qixi festival, with mixed results thus far.
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.
