Influence as Industry: How Personal Brands Became Media Giants
Saturday, November 29, 2025
For years, influencers were treated as a side-act in marketing: a nice-to-have, a creative extra, a colourful add-on to the “real” media plan. That era is over. Today, influence is an industry — structured, data-driven, global — and personal brands have quietly grown into media companies without newsrooms, studios or distribution departments. Their leverage is not built on infrastructure, but on attention. And attention travels faster than advertising budgets can adapt.
