Influencer Brand Deals and Regulation: A Look at the Future of Influencer Marketing

Dixie and Charli D’Amelio, two of the biggest names in the influencer world, are making strategic moves in 2023 to expand their brand and business empire. Roughly half of their revenue comes from brand deals, but they are looking to shift their focus to building their own businesses and supporting the next generation of female and minority entrepreneurs.

Their new venture, D’Amelio Brands, will be launching a women’s footwear line in May 2023, with products sold direct-to-consumer and potential plans for retail partnerships. This move comes as influencer-founded businesses are gaining traction, but their longevity remains to be seen.

With the pressure to regulate influencers growing globally, the D’Amelio sisters are also navigating the changing landscape of brand safety and compliance. Regulations such as the Digitally Altered Body Image Bill in the UK and requirements from the FTC in the US are pushing influencers to be more transparent about their partnerships and sponsored content.

As the influencer industry evolves, there is a growing demand for authenticity and accountability. Brands are looking to work with talent they trust and are focusing on longer-term projects. Additionally, there is a shift towards collaborating with local collectives and creators who align with their core values and interests.

Overall, the D’Amelio sisters are at the forefront of these changes in the influencer world, using their platform to not only promote brands but also to support and empower the next generation of entrepreneurs. Their strategic approach and focus on building their own businesses signal a new era for influencers in the business world.