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The Secret to Influencer Longevity

In an industry that’s constantly churning out a hot new follow, it’s a rare creator who can build a lasting career. Several who did tell BoF that consistency and authenticity was key – even as they hopped platforms and radically changed their content.
Influencers who can make their sway last are among some of the most valuable partners in the industry.
Influencers who can make their sway last are among some of the most valuable partners in the industry. (Courtesy)
By
BoF PROFESSIONAL

Mary Orton has been posting about fashion for over a decade, first on her own blog, Memorandum, and later on Instagram and TikTok. She has some advice for influencers hoping to hold onto their audience beyond the next viral microtrend: don’t try so hard.

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Further Reading

Influencer Brands Are Making a Comeback

After a few high-profile failures, influencer-founded brands faded from the spotlight at the start of the decade. Now, a new generation is rising — but is determined to chart a different course from its predecessors.

Behind the Rise of the ‘It’ Sweatshirt

Brands like Parke and The Bar have turned a relatively ordinary item into a must-have for thousands of Gen-Z customers, building hype with limited drops and careful product design.

About the author
Diana Pearl
Diana Pearl

Diana Pearl is Senior News and Features Editor at The Business of Fashion. She is based in New York and drives BoF’s marketing and media coverage.

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