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

    27 October 2020

    Instagram graphic, pixabay
    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 (£)

    Related Content