What was an experimental marketing practice only a short time ago has
morphed into a mini-economy with dizzying financial stakes. The
social-media analytics firm Captiv8 estimates that big brands are
spending a collective $255 million per month for sponsored posts on
Instagram alone. Captiv8 says Instagram influencers who have more than
7 million followers command an average rate of more than $150,000 per
sponsored post.
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Influencers go to greater and greater lengths to make sure their feeds feature only the most polished aspirational imagery. For
Middledorf, that means studying Pinterest for fresh posing ideas. She
has honed tricks such as walking backward, a tactic she swears actually
appears as a more natural walk in photos. And she scouts locations ahead
of time to make sure the scenery is a fitting background for a certain
outfit.
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