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How micro-influencers present themselves as a brand

Menno van Doorn
June 03, 2019

What kind of holiday work did you go for as a teenager? Were you in the greenhouses, did you have to walk dogs or look after your neighbors’ boys? The adolescent of today simply makes an appointment with some companies that they show products for a fee on their Instagram page. Beep like that, and you can earn good money with it. Welcome to the world of ‘Micro Influencer’. Micro influencers Micro-influencers have roughly between 5,000 – 25,000 followers on social media channels. Large enough to have a reasonable range, but small enough to be very personal. Micro-influencers are also characterized by their specialization in their own niche. The biggest difference for companies that work with people like this is that large influencers are stuck with expensive contracts, while micro influencers are cheaper and the agreements can be made simply via Instant Messaging. The synthetic generation is business savvy An example of such a youthful micro-influencer is Britney. On her Instagram page, she shows the products that companies send her, which she also bundles in her Story Highlights. The photos in which she shows clothing and other products are simply taken in her bedroom or the garden. What stands out at Britney and her generation is how skilled they are in business. An extensive article from The Atlantic describes how some teenagers even create fake mediation agencies to appear more professional, and how they use PayPal to bypass curious parents. The micro-influencer see themselves as a brand The most striking thing about influencers like Britney is that they see themselves as a brand. This generation is very consciously creating its own unique, scalable image. It’s not for nothing that this article states: “You sell something that’s unique: YOU!” The synthetic generation is no longer behind the cash register in the supermarket to sell products, but is itself the product. Want to know more about the synthetic generation?  We can certainly learn a lot from this unique generation. Their innate sense of business and marketing promises a lot for the future. Do you want to know more about this generation, and about the ways in which they put themselves in the spotlight? Then download the new VINT report.

About the author

Director and Trend Analyst VINT | Netherlands
Menno is Director of the Sogeti Research Institute for the Analysis of New Technology (VINT). He mixes personal life experiences with the findings of the 19 years of research done at the VINT Research Institute. Menno has co-authored many books on the impact of new technology on business and society.


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