I am fascinated by what these people really earn. Sod all is my guess.
Anyone with a camera phone and no other discernible skills can set themselves up as a wannabe influencer. Supply far outstrips demand. Advertisers don’t have to pay much: there are gangs of people queuing up to feature their merchandise in exchange for vague promises about future collaborations.
Boohoo.com (which incorporates Pretty Little Thing and Nasty Gal, and bought the Karen Millen, Coast, Warehouse and Oasis brands) just posted a massive profit rise for its first quarter. Despite the virus and despite influencers not being able to go out and about in its gear. Does that business particularly need influencers? I’d say not. The influencers need them more. They could choose from thousands. Why would they do more than give a selected few a couple of free outfits? Advertising doesn’t get much cheaper than that.
There are a myriad of aspiring influencers for everything: parenting, decor, cleaning, make up, clothes. I’d be amazed if more than about fifteen ‘influencers’ in the UK were making a living from it. And yet, the wannabes keep on coming, probably because the barriers to entry are low.
Realistically, what does Imogen Thomas bring to market? A stint on Big Brother years ago. A seedy affair with Ryan Giggs, also years ago. Having children. Having been Miss Wales years ago. What’s down for her really? I think it’s rather sad. It’s an example to show to anyone whose career plan is ‘being a celebrity’: here’s where you end up. Desperately trying to attract the attention of brands who might pay you a pittance to photograph yourself using them, IF you have enough followers and IF you can shout louder and be shinier than all the other people doing the same thing. She’s relatively lucky because her ex husband bought her a house (maybe...he might still own half of it and want the equity back when the kids leave home), but what happens for the rest of her career?