“It definitely feels like if you don't do this, if you don't do that new thing, you fall behind.”
. And as companies rethink their spending strategies, the influencer economy is one of the many areas being affected as small and midsize content creators tell BuzzFeed News they’ve been seeing declining sponsorship offers and more brands backing out of paid deals this year.with more than 12,000 followers on Instagram.
“Brands are used to spending a tremendous amount of money and effort to find and convert customers into buying something, and influencer marketing is one hot topic,” he said. “We see a trend that it just becomes harder and harder to find and acquire customers. So it becomes more expensive. And we see brands become more cautious about what’s going to happen. Some are already kind of getting ready for the recession to hit on a broader base.
It’s hard to just call yourself a full-time creator without the confidence that you could pay your bills from it, Alverio said. “The influencer market is also getting very, very big,” Buxhoidt said. “There's so many niche players. It's really hard to actually define who is the right influencer for [a company’s] target.”
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