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https://theconversation.com/telling-stories-the-4-ways-micro-influencers-build-and-keep-their-loyal-audiences-260806>
"The rise of social media was quickly followed by the advent of the
“influencer” – an online content creator who builds credibility within a
specific niche, giving them the power to shape opinions and purchasing
decisions.
This skill lies at the heart of the influencer-marketing industry, a juggernaut
projected to be worth around US$32 billion this year.
On Instagram alone, which boasts more than two billion users, an estimated 50
million people identify as “creators”. Brands often send influencers products,
hoping a well-placed post or story will connect with consumers on a more
personal level.
But the mantle of “influencer” is not reserved for those with millions of
followers. Micro-influencers, who typically have between 1,000 and 10,000
followers, rely on authenticity and personal connection rather than celebrity
status. Their influence stems not from scale but rather from something far more
valuable: trust.
So how do they compel followers not just to watch, but to care, trust and stick
around?
Our new research suggests the answer lies in storytelling. We explored how
these creators use specific narrative strategies to craft “sticky” content that
fosters lasting loyalty."
Cheers,
*** Xanni ***
--
mailto:xanni@xanadu.net Andrew Pam
http://xanadu.com.au/ Chief Scientist, Xanadu
https://glasswings.com.au/ Partner, Glass Wings
https://sericyb.com.au/ Manager, Serious Cybernetics
