PrettyLittleThing is launching its first ever influencer awards ceremony celebrating the “best influencers in the business”.
The online fashion giant’s awards ceremony will take place on March 18 in London with “celebrity attendees and hosts” including Caitlyn Jenner, Stassie, Chantel Jeffries and Lori Harvey.
Fans have until midnight on March 13 to vote for their favourite influencers in 10 categories spanning a range of social media platforms including TikTok, YouTube and of course Instagram.
Contenders for its flagship “PLT Influencer of the Year” award include Chantel Jeffries, Gabby Epstein, Saweetie, Molly-Mae Hague and Lori Harvey.
Other categories include Content Creator of the Year, Beauty Influencer of the Year, Inspirational Influencer of the Year, LFBTQ+ Supporter of the Year, Personality of the Year, Fashion Influencer of the Year, Newcomer of the Year, TikTok Star of the Year and YouTuber of the Year.
PrettyLittleThing and its sister brands in the Boohoo group have been instrumental in establishing influencer marketing as a phenomenon across the fashion industry.
It has seen explosive growth over the past few years with average cost of placing a sponsored post skyrocketing from $134 in 2014 to a whopping $1650 today.
It’s not just fast fashion brands who have adopted the strategy either, according to a recent Gartner study examining brands benchmarked in the 2019 Luxury Index the number of paid social media impressions across the sector jumped 27 per cent last year.
Despite its meteoric rise, influencer marketing is also increasingly attracting controversy by both advertising watchdogs and social media platforms.
The Advertising Standards Authority (ASA) is being urged to force social media influencers not to promote “perfectionism” and be clearer about their adverts in order to reduce mental health issues associated with influencer culture.
Instagram itself is also making it harder for influencers after recently deciding to hide the number of likes each post receives, making it far harder to gauge the popularity of posts.
Some believe this move is part of a strategy to encourage greater advert spend by brands by nudging them to place adverts in the ‘Stories’ feed rather than in photos, while others believe it could start to charge influencers for their own metrics.