Is the world of influence losing its luster?

For some time now, the glamorous and highly coveted world of influence has somewhat lost its shine. Already fragile, it experienced an unprecedented seismic shock following the Balocco panettone affair involving Italian influencer and businesswoman Chiara Ferragni, who was indicted for aggravated fraud. The love affair between brands and the world of social media is at a turning point. But it's not the only issue concerning digital professionals.

The growing power of algorithms, the existence and interference of fake accounts, as well as the interference of Artificial Intelligence in a reality that is only free in appearance, are the major subjects of this century. However, influencer marketing continues to grow. In 2022, the market was estimated at $16 billion; by 2024, it will surpass $21 billion, according to Statista. By 2027, the creator economy is expected to reach a total value of $480 billion, up from $250 billion today, according to Goldman Sachs in its article "The creator economy could approach half a trillion dollars by 2027." Currently, the planet boasts over 50 million influencers, each very different from the others. Among them are Sabina Bahsoon, a 22-year-old model born in Malaysia but now based in London, who boasts 645 million followers on TikTok, as well as Khaby Lame, with 160 million followers, a Senegalese naturalized Italian known for his silent videos, and Amelia Dimoldenberg, very popular on YouTube for her star interviews, boasting 2 million followers. Another trend is that athletes are now the new sought-after influencers. Power, success, hard work, lifestyle—all these reflect positivity and the brighter side of the coin when it comes to athletes.

Luxury Tribune wanted to better understand the current challenges of the world of influence with specialist Paolo Landi, a lecturer at Politecnico di Milano and Iuav in Venice and author of several books on conscious media use. His latest essays are "Instagram al tramonto" (La Nave di Teseo, 2019) and "La dittatura degli algoritmi - Dalla lotta di classe alla class azione" (Krill Books, 2024). He is also a marketing and communication consultant for major companies, having worked alongside photographer Oliviero Toscani for years.

Are we witnessing a possible disappearance of influencers?