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The rise of the social media influencer


There is now a UK union for influencers, The Creator Union; andaUS trade association, the American Influencer Council. Mega influencers such as Kylie Jenner (233 million followers on Instagram) can earn as much as $1m per post. Even the Government uses them: last year it paid influencers including Love Island stars to promote the NHS Test and Trace service.
What is life like for influencers?
The idea of making thousands of pounds a month by sharing a few selfies may sound cushy – but the reality can be hard. There are the endless hours spent preparing for photo shoots, arranging photographers, changing outfits in cramped “pop-up tents”, editing photos and thinking up envy-inducing captions and hashtags. Demanding clients often force them to endlessly re-shoot photos or videos until they come out just right. There’s the pressure of always seeking to increase your follower count to drive up revenues. But arguably the toughest part, says Amy Hart (1.1 million follower ....

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