Influencer industry is a larger phenomenon than just a new category of marketing. By providing a means to support themselves as professional content creators and community builders, influencer marketing has a significant impact on the media landscape. In an attempt to understand the consequences of the influencer industry on a small nation's media landscape, I have examined the developments of the influencer or creator industry in Finland over the past 20 plus years.
This analysis includes the establishment of numerous companies ranging from influencer marketing agencies and talent management agencies specialized in influencers to companies founded by influencers themselves.
If you have any questions regarding the timeline details or additional data points that you would like to suggest adding to the visualization, please leave your suggestions in the comments.
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