The rise of the micro-influencer on social media

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As social media continues to redefine how we connect, new research is exploring the role of "micro-influencers" and how this powerful group is reshaping the influencer landscape and the relationship between brands and their consumers.

Defined as everyday people with moderate yet highly engaged online followings, micro-influencers are tipped to grow, with calls to better educate those navigating social media as a professional pathway.

Written by digital communications researcher Dr. Lisa Harrison from Flinders University, the book "Unpacking Micro-Influence within the Australian Creative Sectors," provides comprehensive guidance for understanding how everyday people can effectively build influence through social media, while maintaining authenticity.

"With 58% of social media users aged 16–64 now relying on social media platforms as their primary resource for researching brands and products, the impact of micro-influencers has never been more profound," says Dr. Harrison, from Flinders' College of Humanities, Arts and Social Sciences.

"Unlike traditional celebrities, micro-influencers foster a sense of trust and connection with their followers, often building closer, more authentic relationships.

"They have redefined the concept of influence and their ability to genuinely connect with their audiences creates a level of trust and relatability that big-name influencers can't always achieve."

The book offers practical advice for those looking to enter the world of micro-influencing, with the framework incorporating five key dimensions: network building, personal attributes, content creation, strategic approaches, and measurable outcomes.

However, Dr. Harrison also highlights the key industry shifts and the positive and negatives of this growing market, especially for the content creators themselves.

"As brands increasingly seek out influencers to market their products, micro-influencers must maintain their integrity and authenticity, a delicate balancing act that's at the heart of their effectiveness," says Dr. Harrison.

"That balance is what makes them powerful yet vulnerable to the pressures of commercial interests."

One key area of concern is the impact of constant online presence on the mental health of micro-influencers, with female influencers especially facing higher levels of stress and harassment.

The book sheds light on the clear gender disparities in social media experiences, highlighting that women influencers face more frequent trolling and often require different coping strategies compared to their male counterparts.

"It's essential to recognize the distinct challenges female influencers face online, from harassment to relentless expectations for content creation," says Dr. Harrison says.

"These realities can impact mental health and raise the need for protective measures for those who engage online."

While the book encourages awareness of these challenges to anyone looking to enter the social media fray, Dr. Harrison also explores the broader social impact of social media on identity construction and career development in Australia.

"With the creative industries contributing $111.7 billion to the economy, micro-influencers are becoming increasingly vital for marketing strategies," says Dr. Harrison.

"Social media is now a critical tool for career development, but it's essential to be strategic and mindful of the boundaries we establish between personal and professional spaces. Ultimately, we need to help people navigate these platforms professionally while protecting their well-being."

More information: Book: Unpacking Micro-Influence within the Australian Creative Sectors

Provided by Flinders University