xabarchixabarchiABARCHI
Economics

Celebrity influencers paid up to £1m to advertise deodorant on Instagram

The chief executive of Wild reveals what happens behind the scenes of social media posts.

Instagram advertisements featuring celebrity influencers for deodorant have commanded fees reaching up to £1 million. While these #ad posts often project an image of casual, personal, and spontaneous content, many are the result

influencer marketingcelebrity endorsementssocial media advertisinginfluencer paymentsmarketing strategyad transparencyauthenticity in advertisingbrand partnerships

Cookies on xabarchi

We use cookies to remember your language and theme, and to count how many people are reading right now — that count is anonymous, lasts only while your browser is open, and cannot be tied to you or to another visit. With your permission we also measure how the site is read: Microsoft Clarity, which records page views and on-page interactions, and our own count of returning readers. Nothing that recognises you across visits is measured until you accept.