Business | Oversubscribed

Too many people want to be social-media influencers

That is good for companies but bad for “creators”

Social media influencer Chixpudding poses for a selfie in front of AI images of kittens during a press preview of the "CUTE" exhibition at Somerset House in London, UK. — Photograph: Getty Images

Oct 29th 2024

Ask a young person what they would like to do with their life and increasingly often the answer will be to find fame and fortune online. Fully 57% of Gen Zs in America would like to be a social-media influencer, according to Morning Consult, a pollster; 53% describe it as a “reputable career choice”. Those dreams may be understandable: examples abound of social-media superstars, from fashionistas and comedians to gamers, making tens of thousands of dollars for a post promoting the wares of some brand. As consumers spend more of their lives on social media, the amount of money companies are paying influencers is rocketing.

This article appeared in the Business section of the print edition under the headline “Oversubscribed”