via Business of Fashion · August 17, 2026
Why Follower Count Matters Less Than Ever
As brands gain better visibility into engagement, conversion and audience quality, the creator with the biggest following is no longer necessarily the most valuable.
The Story
It took Lex Dieck eight years of creating content online to reach 100,000 followers on Instagram. So when, as TikTok exploded in the early days of the pandemic, she saw countless new creators rack up that same number — and many times, more — on multiple platforms in a matter of months, she was, understandably, frustrated.
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Original report
Business of Fashion
