Influencers Are Faking Brand Deals
A decade ago, shilling products to your fans may have been seen as selling out. Now it’s a sign of success.
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But transitioning from an average Instagram or YouTube user to a professional “influencer”—that is, someone who leverages a social-media following to influence others and make money—is not easy. After archiving old photos, redefining your aesthetic, and growing your follower base to at least the quadruple digits, you’ll want to approach brands. But the hardest deal to land is your first, several influencers say; companies want to see your promotional abilities and past campaign work. So many have adopted a new strategy: Fake it until you make it.
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Taylor Evans took the fake-“sponcon” game one step further, once faking the entire purpose of a trip to Miami. Technically, she was just there on vacation, paying her own way for everything, but on Instagram she positioned it as an exclusive press trip.
