Why more followers doesn’t always mean more influence
REPORT
8 Feb 2017
Why more followers doesn’t always mean more influence

Online influencers have shaped the way people interact with brands since the advent of social media, adding context to products outside of typical advertising channels. But the idea that more followers equate to more consumer sway is not always true. How exactly is influencer marketing evolving?

Lore Oxford

Lore Oxford is a cultural theorist and strategist. She's also the author of Substack column 'Why tho?', where she writes about internet culture and the adoption of Web3.