Microscopic Influence

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Affluencers On The Rise

Never mind influencers … say hello to the affluencers. New York Magazine has rounded up the influencers who have actual influence in the fashion world. With millions of highly engaged followers, these digital personalities aren’t just following trends – they’re setting them. “The revolution has happened, and in its wake, the business has been deeply transformed,” writes Amy Larocca. “Designers are designing for this new medium; the desire for merchandise has never been higher.”

Microscopic Influence

But what if follower count isn’t all that it’s cracked up to be? More and more brands are turning to so-called micro-influencers, who may not be breaking records in terms of followers, but boast an intensely dedicated fan base. “Micro-influencers can be found in almost any sector,” writes Forbes’ Barrett Wissman. “They could be focused on health and wellness, food and cuisine, entrepreneurship or fashion and beauty to name a just a few prominent categories.” There are indications that working with these niche digital influencers can deliver greater ROI.

Snapchow

Some niche influencers might be hard to find. According to Chicago Magazine, the driving forces behind the Windy City’s culinary scene are Snapchatting teens. Peter Frost reports: “In the time it takes for the photos to vanish from recipients’ feeds—24 hours—enough buzz has been created to spur a new onrush of young diners eager to spend their parents’ money at the hot spot du jour.” It’s working out great for some restaurants. “You can have an enormous advertising reach without paying for it,” says Jeff Mahin, chef-partner at Summer House. “They’re putting more energy into an Instagram post or a Snapchat story than they do their homework.”

The High Cost of Influencing

With all those like flowing in at all hours of the day, influencers must feel like they’re on top of the world, right? Wrong. Vice talked with three people behind some of Instagram’s most popular accounts. It turns out being an influencer can cause, anxiety, depression and low self-worth. “[The] anxiety doesn’t limit itself to Instagram,” says Dean Raphael. “It becomes you. You become an anxious person walking around, unsure of yourself.” [Note: Since this article is via the ever-edgy Vice, some language here is a bit NSFW.]

Weekly Moment of Zen

Discover this soothing online game where you draw beautiful flowers.