Public Relations as a Creative Industry (for jack nick) by Elisenda Estanyol

Author:Elisenda Estanyol
Language: eng
Format: epub
Publisher: Routledge
Published: 2023-05-15T00:00:00+00:00

3.3.1 Banking on microinfluencers

Influencers are people who are popular on social media or other communication channels. Thanks to their authority, knowledge, or the relationship they have cultivated with their followers, the thoughts they share on specific topics can influence the attitudes and behavior of other people. Enke and Borchers (2019) define social media influencers as “third-party actors who have established a significant number of relevant relationships with a specific quality to and influence on organizational stakeholders through content production, content distribution, interaction, and personal appearance on the social web” (p. 261).

Once in the digital environment, it did not take brands and organizations long to realize how important it was to build good relationships with influencers. Today, these individuals continue to wield great power, although brands are choosing to partner more with microinfluencers. These are social media users who specialize in a niche market or specific area, share content about their interests through their accounts, and also publish sponsored posts when they partner with brands. They typically have between 1,000 and 3,000 followers and are valued by brands because their followers feel closer to them, seeing them more as peers. Microinfluencers tend to be more connected with their followers, replying to their comments and generating more engagement. It is more cost-effective for brands to collaborate with microinfluencers, as they can partner with several at the same time.

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