Much of the growth in influencer marketing—and much of the remaining opportunity—comes not from the bold-faced names, but from the content creators with 10K, 1K, or even 500 followers. The lines between content and commerce are continuing to blur.
Money entering a market boosts returns and reduces volatility, leading to very strong (realized) performance. This attracts more money, which improves performance even more. A positive feedback loop ensues.