4 ms·

That’s revenue though, isn’t it? What are influencers’ costs? I guess living the lifestyle is part of the benefit but the successful influencers I’ve seen ofte

That’s revenue though, isn’t it? What are influencers’ costs? I guess living the lifestyle is part of the benefit but the successful influencers I’ve seen often pay production crews, rent luxury products like expensive cars, travel, and just a ton of little things that add up. That’s not including the promotion costs like paying to cross promote with other influencers and other growth hacks. I suspect it’s more like 1-2% make a significant profit.

steveBK123 2y ago
I would suspect its one of those things like driving for Uber where the majority of people don't check the math on their true profit per hour, so there is a lot of churn.. but the truly successful are the ones with rigor in their process.
marcuskane2 2y ago
The luxury product, materialistic worship influencer segment is only a tiny percent of the influencer economy. For every one influencer posing with a sports car in Dubai, there are a thousand other influencers whose content can be produced at very low cost. Video games, parenting, fitness, beauty/make-up/skincare, cooking, woodworking, gardening, backpacking, dancing, DIY, personal finance, etc all have tons of content creators working from home (or the gym, park, shop, whatever). I know a woman who started posting videos that were just her holding her cell phone recording a selfie video talking about being a mom. She now has brands paying her tens of thousands of dollars to promote their products, and her videos are still just phone selfies sitting on her couch.
- throwup238 2y ago
  My observation isn't limited to that segment (I've never actually seen any content from them). Attention is finite and eventually each niche becomes a zero-sum game of competing over limited eyeballs. Once it becomes competitive, spending money becomes the best lever available to the content creators. I don't think this necessarily applies to all influencers like those with loyal followings, but it's a general pattern I've observed.

steveBK123 2y ago

I would suspect its one of those things like driving for Uber where the majority of people don't check the math on their true profit per hour, so there is a lot of churn.. but the truly successful are the ones with rigor in their process.

marcuskane2 2y ago

The luxury product, materialistic worship influencer segment is only a tiny percent of the influencer economy. For every one influencer posing with a sports car in Dubai, there are a thousand other influencers whose content can be produced at very low cost. Video games, parenting, fitness, beauty/make-up/skincare, cooking, woodworking, gardening, backpacking, dancing, DIY, personal finance, etc all have tons of content creators working from home (or the gym, park, shop, whatever). I know a woman who started posting videos that were just her holding her cell phone recording a selfie video talking about being a mom. She now has brands paying her tens of thousands of dollars to promote their products, and her videos are still just phone selfies sitting on her couch.

throwup238 2y ago
My observation isn't limited to that segment (I've never actually seen any content from them). Attention is finite and eventually each niche becomes a zero-sum game of competing over limited eyeballs. Once it becomes competitive, spending money becomes the best lever available to the content creators. I don't think this necessarily applies to all influencers like those with loyal followings, but it's a general pattern I've observed.