Latest / Influencer Marketing with Fexingo: Creators, Sponsorships, and Modern Endorsement Deals
Why Influencers Are Now Buying Their Own Influencers
In this episode of Influencer Marketing with Fexingo, Lucas and Luna explore a surprising new trend: top-tier influencers hiring and paying smaller creators to promote them. They dive into a real case—a beauty influencer with 2.3 million followers who quietly spent $40,000 over six months to seed her brand through micro-influencers, treating it like a media buy with a 3.2x earned media value return. They discuss how this flips traditional sponsorship models, the legal disclosure gray areas, and what it means for brand-influencer power dynamics. No hot takes—just a sharp look at creators…
The skinny
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