Publicado en línea: 19 abr 2025
Páginas: 3 - 3
DOI: https://doi.org/10.2478/nimmir-2025-0001
Palabras clave
© 2025 Jenna Drenten, published by Sciendo
This work is licensed under the Creative Commons Attribution-NonCommercial 4.0 International License.
Influencer marketing emerged in the late 2000s alongside the rise of Web 2.0 platforms like Facebook, YouTube and Instagram, where everyday individuals could gain large followings by sharing seemingly authentic content. Initially a scrappy, cost-effective marketing tactic, the influencer industry grew rapidly as brands recognized influencers’ ability to create trust and relatability while reaching targeted audiences.
Today, the creator industry operates as a sophisticated ecosystem comprising influencers, brands, platforms, agencies and regulatory bodies and is estimated to be worth USD 250 billion. Influencers are no longer just promotional tools; they are cultural intermediaries and brands in their own right, navigating the nuances of monetization, celebrity fandom and ever-changing platform algorithms.
A core consideration driving the future of influencer marketing and the creator economy is the interplay between the personal and professional aspects—how influencers navigate the pressures of engagement and mental well-being while meeting the demands of their audiences and brand partners.
Too often, the darker, exploitative side of influencer marketing is overlooked, and the seeming glamour of influencer lifestyles overshadows the relentless pursuit of profitability and online attention. Yet, influencer marketing is more than just a tactic—it is deeply human. Influencers are people traversing pressures to perform, engage and remain authentic, all while contending with the demands of audiences, algorithms and brand partners. As more individuals emulate influencers or build followings of their own, it is crucial to examine not only how we engage with influencer marketing as professionals but also how we understand and support the individuals driving this industry.
In this issue, we aim to provoke both reflection and action. Whether you are a marketer seeking to refine your strategies or a consumer scrolling through your social feeds, we hope these insights encourage you to approach influencer marketing with a more critical and empathetic lens—one that recognizes the people behind the posts and the complexities of their world.
Senior Associate Dean for Graduate
Programs and Faculty Affairs
Associate Professor of Marketing
Quinlan School of Business
Loyola University Chicago