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.”
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28 October 2020
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27 October 2020
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27 October 2020
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