Last month, Cosmopolitan published a story on the high salaries of Beauty vloggers. Stars such as Michelle Phan reportedly earn approximately $5 million a year, and moderately famous bloggers’ salaries range from $300,000 to $500,000. Fashion bloggers enjoy similar earning power and can earn up to seven figures annually from product placement.
Fashion and personal style bloggers captured the attention of fans because of their ability to make clothing and accessories look aspirational and accessible at the same time. For brands, blogs became a way to reach consumers for far cheaper than a $200,000 full-page Vogue ad.
Now, there is an even more authentic and low-cost promotion vehicle for products: users. At our Year in Review breakfast this Thursday at the Crosby Street Hotel in New York, L2 Head of Research and Advisory Maureen Mullen mentioned how brands are turning to user photos to showcase their products. Coach and Marc Jacobs have pages dedicated to select Twitter and Instagram photos tagged #coachfromabove and #marcjacobs. 2,137 Instagram users have submitted to #coachfromabove and 766,277 have submitted to #marcjacobs. Many were high-quality, thanks to filters and mobile photos editing apps such as Snapseed. As of now these photos are a supplement to professional ads, but as more fans make their photos available for promotional use they could become the main source of advertising and even an alternative to fashion bloggers.