What's happened
New research shows Miami, Las Vegas, and Seattle now attract more top Instagram influencers per capita than Los Angeles. The trend reflects creators' desire for lower costs, vibrant communities, and new opportunities outside traditional entertainment centers, with LA's dominance waning amid industry shifts.
What's behind the headline?
The decentralization of the influencer economy signals a fundamental shift in content creation dynamics. The data from Patrick Adler reveals that Miami now ranks as the top city per capita for Instagram influencers, surpassing LA and NYC. This trend is driven by several factors: Lower cost of living makes it feasible for creators to sustain themselves without the high expenses of LA; Vibrant local communities and events like Art Basel and Formula 1 attract influencers seeking visibility; Remote work flexibility allows creators to build brands from anywhere. Industry insiders like Kyle Hjelmeseth and Becca Bahrke emphasize that talent management and brand partnerships are increasingly location-agnostic, with influencers in secondary markets earning comparable or even higher engagement. Meanwhile, LA's traditional dominance is waning, evidenced by declining production activity and industry contributions, compounded by economic and environmental challenges. This shift will likely continue, with more creators and brands embracing regional hubs, reshaping the US media landscape and diluting LA's long-held influence.
What the papers say
Business Insider UK reports that Miami, Las Vegas, and Seattle now attract more top Instagram influencers per capita than LA, driven by lower costs and vibrant communities. The research by Patrick Adler highlights Miami's rising influence, with over 6,000 top influencers, and notes that LA's total remains high but its per capita influence is waning. Meanwhile, The Guardian's Andrew Gumbel discusses Hollywood's struggles, noting that LA's share of global production has fallen from 21.9% in 2022 to 18.3% in 2025, with industry contributions declining sharply. The articles contrast LA's ongoing decline with the rise of regional markets, emphasizing that remote content creation and economic factors are reshaping the entertainment and influencer landscapes. While some industry veterans see LA's decline as a temporary setback, others warn it signals a broader decentralization trend that will redefine the US creative economy.
How we got here
The rise of social media and remote content creation has enabled influencers to operate from anywhere. Historically, Los Angeles has been the epicenter of the US creator economy, but recent data indicates a significant geographic shift. Factors like high living costs, wildfires, and industry restructuring have prompted many creators to relocate to cities like Miami, Las Vegas, and Seattle, which offer lower costs and growing creative scenes. This migration is further supported by brands seeking diverse cultural environments and new markets, accelerating the decentralization of the influencer economy.
Go deeper
Common question
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