Influencers Aren’t Getting Famous Like They Used To

Quick, name a famous influencer, someone who has really broken out of the whole internet label to become known in the mainstream. What influencers come to mind?

Is it TikToker Charli D’Amelio or her sister Dixie? Addison Rae? Tinx or Alix Earle? Or maybe a YouTuber like Emma Chamberlain, Nikkie Tutorials, Jackie Aina, James Charles, or Mr. Beast? An Instagram fashion girlie like Aimee Song or workout queen Kayla Itsines?

No matter who you think of, they likely have this in common: They didn’t blow up in the last year. Or even the year before that.

We are in a drought of famous influencers, and it may be here to stay. People just aren’t breaking through online the way they used to, becoming household names and garnering real, mainstream fame.

It used to go like this: An influencer or content creator would spend anywhere from a very short to a respectably decent amount of time building up their content and fan base. Maybe they were family vloggers, or prank YouTubers like the Paul brothers, or makeup artists or fashionistas. Then, there’d be a tipping point. Suddenly, these people were being written about in mainstream media like People and Us Weekly, landing roles in movies and on television shows, and attending high-class events.

Remember in 2021, when influencers like Chamberlain and Rae attended the Met Gala and everyone freaked out? This year, Chamberlain attended the Met again (she’s actually become somewhat of a fixture and works the red carpet for Vogue), but the rest of them have dried up. And even if Anna Wintour wanted to invite a fresh crop of internet talent, who would she choose? Can you name anyone in the past year who has ascended in a major way?

The last true influencer to truly “make it” in this way was Alix Earle, who became a household name seemingly overnight in early 2023 and has done quite well for herself. That’s not just my opinion. Sophie, who runs a business consulting on social media called Pretty Little Marketer, identified Earle as the most recent to “blow up” as well.

“I’d say she’s exceeded well past the title of influencer to global celebrity status,” she says.

This doesn’t mean that people aren’t doing well on social media. The problem is that too many people are doing well on social media. It’s not unique these days to have hundreds of thousands—or even millions—of followers, to have an agent, or to get lucrative brand deals. But with a huge pool of creators who are hard to differentiate from each other, the hard part seems to be standing out at all.

“There are many influencers who still make it ‘big’ in terms of opportunity and following, but we’ve seen fewer boom into mainstream media as we have in the past,” Sophie says.

Some influencers are able to reach a burst of virality that can lead to a career in content creation, but they still find it hard to stay in the public consciousness. Sophie gives the example of “Tube Girl” a.k.a. Sabrina Bahsoon. Bahsoon went viral on TikTok last year for over-the-top videos of herself strutting and vogueing on London’s tube, many of which were set to Tate McRae’s “Greedy.” Bahsoon now has nearly a million followers and a ton of brand deals, but you could hardly say she’s a household name.

Others trying to “make it” are finding it harder than it seems. A common refrain on social media is that becoming an influencer in this new landscape is much trickier than most people expect.

“In my first month, I got, like 5,000 followers,” influencer hopeful Maycie Tilley posted on TikTok in March. “It was insane. And since then, it’s been kind of…” She used hand motions to depict a plane crashing. “Which is fine, but when you’re posting every single day it’s hard.”

Her comments filled up with support, with one person writing, “I’ve been posting consistently, and I feel like the more I work the worse I do.”

There are resources to help people become influencers, including TikTok and Instagram videos, podcasts, and even paid courses. But it’s unclear whether or not they’re actually helpful to make it big. (Has anyone using them become the next Earle? Doesn’t seem like it.)

“Content creator advice on TikTok is so stressful and overwhelming, because it all contradicts each other,” said Tess Barclay, who has approximately 150,000 followers, on TikTok. She advised that in order to be successful, aspiring influencers have to decide what actually matters to them, whether that’s going viral or building a smaller, but engaged following.

But why have the mega-famous influencers stopped producing heirs? There are a few theories. One, as mentioned above, is that there are quite simply too many influencers to have your own Charli or Addison moment. Another is that brands are now less focused on huge follower counts and instead pay attention to metrics like engagement rates, which essentially measure the quality of the following rather than the quantity. Then there’s the fact that platforms like TikTok tend to silo users based on interests. Niche communities (insert hobby here plus Tok) are thriving, and so a person who may be famous on FarmTok or BookTok may have trouble breaking out of the mold.

Sophie thinks the maturation of internet audiences also has played a role.

“Not only is it harder to stand out, but it’s becoming increasingly more difficult to win over skeptical audiences who are craving transparency and authenticity,” she says. “Without an engaged audience, there’s no route to stardom.”

That’s not to say that Sophie thinks the internet celebrity is dead. They may just have to work a little harder for it. She advises anyone looking to become the next Addison or Alix to “play the long game.”

“Influencing takes time and dedication,” she says. “Don’t get discouraged if success doesn’t happen overnight. Focus on building deep connections with your audience sustainably and slowly, over fleeting viral moments.”

Originally Appeared on Glamour