First, a caveat: I do not exactly have an Instagram. It is true that I am in possession of a blank account that I infrequently use to keep tabs on a whopping 28 followers, but I nevertheless often “like” a picture by double-tapping it, when my intention is to use the “zoom” function. Evidently, it is safe to say that I have not ingratiated myself within the everyday happenings of Instagram influencer-fare – and yet, even I am aware of how lucrative the Instagram influencer economy is. In 2018, over 3.7 million sponsored posts were made on Instagram, and that number is projected to grow to over 6.1 million for the year of 2020. The Instagram influencer market is projected to reach $1.7 billion by the end of 2019, with top influencers like Kylie Jenner and Ariana Grande earning about $1 million for each sponsored post they make.
This post was originally published on the Cardozo Arts & Entertainment Law Journal website on November 3, 2019. The original post can be accessed via the Archived Link button above.
Brachfeld, Spencer, "Insta-Sham: When Influencers Fail to Disclose Sponsorships" (2019). AELJ Blog. 208.