One of the biggest names on Instagram is warning that the end is nigh for today's breed of social influencer.

Josh Ostrovsky, who goes by the name of 'The Fat Jewish' online, says that influencers need to get savvy if they're to continue making money. 

In an interview with CNNMoney, Ostrovsky points out that "everybody just wants to be an influencer now" and that "nobody wants to get a job".

He also adds that he thinks people "need to learn how to actually build things from the ground up" because that will lead to better results than simply endorsing something.

Keeping it swish

Ostrovsky is also the co-founder of Swish, a wine maker. The company sells a variety of wine with kooky names, such as 'family life is hard' and 'white girl róse'. 

He also makes a conscious effort to not tie his personal brand to his company. Swish has to function on the strength of the products, not off the back of Ostrovsky's personal influence.

According to CNNMoney, venture capital group ZX Ventures also acquired a minor stake in Swish this year, but Ostrovsky didn't disclose details of the deal.

"Eventually there will be too many influencers, the market will be too saturated and the value of influencer posts will continue to plummet," Ostrovsky said.

"It's a very standard value proposition. The more people join, the more options there are for the brands - the less each influencer is worth."