Wednesday April 8, 2020

The inexorable rise of the Instagram micro-influencer

You don’t have to be a billionaire Kardashian to have a bit of reach on social media: 18,000 followers on Instagram will do the trick if you want a nice little sideline

8th December, 2019
Lottie Ryan is a rising star on Irish Instagram. Picture: Conor McCabe

If social media is a swift route to the public, then the Kardashians are a four-lane highway to the purse of the female consumer. Their rise from a middle-income suburban family to the billionaire class was charted in a fascinating article in this paper last Sunday by Marion McKeone.

Led by an opportunistic mother, they have positioned themselves as key influencers in the world of marketing. Their audience is predominantly women, particularly younger women.

Their...

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