Social networks have evolved into a significant source of income for individuals and companies. Companies use social media platforms such as Instagram to market their products and ideas, with fashion brands and music projects being primary advertising channels. This shift is largely due to the rise of influential individuals who have built large followings on social media.
Influencers can earn significant amounts of money from advertising on social networks, with their earning potential determined by the number of followers they have. For example, Kylie Jenner makes $1.2 million per post on her account, demonstrating the value placed on individuals with a large audience. Influencers are classified based on the number of their followers, including nano influencers (1,000-5,000 followers), micro influencers (5,000-20,000 followers), medium influencers (20,000-100,000 followers), macro influencers (up to 1 million followers), and mega influencers (over 1 million followers).
The marketing potential of mega influencers can be substantial, as seen with five members of the Croatian football team who fall into this category. According to estimates, Luka Modrić could earn €21,300 per post with his 33.4 million followers. Other players like Mateo Kovačić, Ivan Perišić