Show me the money

The Sun (Malaysia) - - FASHION -

SOME of the fash­ion world’s most in­flu­en­tial tastemak­ers are mak­ing up to £60,000 (RM312,000) for a sin­gle Instagram post.

A re­cent Vogue de­bate over fash­ion blog­gers be­ing paid to wear out­fits has shone the spot­light on the world of spon­sored posts and lu­cra­tive en­dorse­ments.

Af­ter be­ing called “pa­thetic”, “ridicu­lous” and “em­bar­rass­ing”, a num­ber of in­flu­encers have ar­gued that this type of work is no dif­fer­ent to a glossy magazine ex­chang­ing ad­ver­tis­ing space for cash.

Susie Bub­ble tweeted: “Blog­gers who wear paid-for out­fits or bor­rowed clothes are merely do­ing the more overt equiv­a­lent of that ed­i­to­ri­al­credit sys­tem.”

Speak­ing anony­mously, one so­cial me­dia brand­ing guru said that the go­ing rate for many fash­ion blog­gers is £20,000 (RM104,000) per spon­sored Instagram post – but some can earn three times that.

It has made a one-time hobby into an in­cred­i­bly lu­cra­tive past­time.

Vlog­ging sen­sa­tion Zoe Sugg, for ex­am­ple, started her YouTube chan­nel in 2009 and has ac­crued 9.5 mil­lion fol­low­ers on Instagram. She now earns a re­ported £50,000 (RM260,000) a month wage and has a net worth of around £3 mil­lion (RM15.6 mil­lion) .

Those with clout in the big-spend­ing world of high-end fash­ion can earn a lot more.

So­cial me­dia is be­com­ing in­creas­ingly pow­er­ful in the world of fash­ion, of­fer­ing in­stant ac­cess to a much larger au­di­ence than reg­u­lar print ad­ver­tis­ing.

Por­tia Shaw from fash­ion-fo­cused PR firm Pop said: “You can see the come­back straight away rather than mag­a­zines where you have to wait over a pe­riod of time to see the sell through.”

Can­dace Fremder, senior ac­count di­rec­tor at PR firm Thrsxty, added: “In or­der to ac­cess large and rel­e­vant so­cial me­dia fol­low­ings, brands are pay­ing any­where from £1,500 – £300,000 (RM7,800 – RM1.56 mil­lion) per Instagram post, de­pend­ing on the level of in­flu­encer.

“For an A-list tal­ent you are look­ing at a start­ing point (RM260,000) per post.

“In­flu­encers pro­vide an im­me­di­ate chan­nel for brands to con­nect with their de­sired con­sumer in a unique and gen­uine way. In to­day’s land­scape, con­sumers are more likely to buy prod­uct rec­om­mended by a trusted and idolised so­cial me­dia star than prod­uct pro­moted via tra­di­tional ad­ver­tis­ing chan­nels.”

Whether the ed­i­tors of Vogue like it or not, these women are chang­ing the pace of the fash­ion in­dus­try and cul­ti­vat­ing the po­si­tion of sar­to­rial blog­ger to high es­teem. It’s a busi­ness model that just can’t be ar­gued with. – The In­de­pen­dent of £50,000

Ital­ian blog­ger Chiara Fer­ragni launched ‘The Blonde Salad’ in Oc­to­ber 2009. She has six mil­lion fol­low­ers on Instagram.

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