Press: Nahema Marchal and Comprop alumnus Samuel Woolley in the FT, on the rise of the political micro-influencer

Instagram graphic, pixabay

Comprop Researcher Nahema Marchal and Comprop alumnus Samuel Woolley have contributed to an article in the Financial Times on the rise of the political micro-influencer.

Samuel, who is now a professor at the University of Texas, Austin, commented that:

“The biggest thing [marketers] are focused on this year . . . is relational organising” Unlike top-tier influencers, whose internet celebrity can risk alienating some older voters, micro-influencers — who typically have day jobs alongside their social media careers — are perceived to be more relatable and therefore more useful for pushing political messages.

Nahema commented that:

“It’s a far cry away from the tactics we were seeing four years ago […] the lines are becoming increasingly blurred with all this different content.”

Read the full article here (£)