I’ve been chatting to BBC Newsbeat about this week’s latest influencer drama, you can see an extract below…

The “surprise” engagement of Instagram influencer Marissa Casey Fuchs and her fiance Gabriel Grossman has been labelled a carefully marketed event.

A report by The Atlantic suggests someone approached brands to sponsor the engagement, which involved the couple travelling around the world to celebrate their marriage plans. One publication asked if it was “the most extravagent proposal ever.”

The 30-year-old was seen in shock on her Insta story as her fiance proposed.

But The Atlantic shared a “deck” that had been sent to various companies, detailing every location the couple would visit and what they would do while they were there – including certain things she would share on her social media.

But it’s not just high-flying branding experts like Marissa who are doing things like this with their social media.

It’s happening at all levels.

“I’ve never received a deck that lengthy, but I’ve absolutely received decks from influencers just this week where they are pitching what they can provide to brands,” says Alfie Green, a social media strategist who works with influencers in the UK at Creative Nerds.

Marissa’s Instagram story, at the time of writing, names and tags hotels she’s staying at, stores she has been shopping in and emotional videos about how overwhelmed she’s been by the experience.

Alfie says that in a crowded market, influencers are becoming more business-minded and sponsorship opportunities around life-events become more common.

“I think you’re going to see more and more influencers starting to become more business savvy,” he adds.

“You can sell yourself in the same way you’d sell a product or run a business and I think we’re going to see more of that happening with influencers.”

He says influencers are also cutting out hiring agents to promote themselves – instead choosing to approach companies directly, like Marissa and Gabriel seemingly did.

See the full article on the BBC website here.

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