Not long ago, the idea of getting paid to share your morning routine online would have sounded absurd. Yet today, influencers are big business: The global market is expected to surpass US$32 billion by the end of 2025.
Rooted in celebrity culture but driven by digital platforms, the influencer economy represents a powerful force in both commerce and culture. I’m an expert on digital consumer research, and I see the rise of influencers as an important evolution in the relationship between companies, consumers and creators.
Historically, brands leaned on traditional celebrities like musicians, athletes and actors to endorse their products. However, by the late 2000s, social media platforms opened the door for everyday people to build audiences. Initially, influencers were viewed as a low-cost marketing tactic. Soon, however, they became a central part of marketing strategies.
