Nano-Influencers: The Next Big, Little Thing?
Like it or not, 2018 was Kylie Jenner’s year. Whether she was gracing the cover of Forbes or taking the top spot in YouTube’s trending videos, the 21-year-old millionaire exercised her influence at an unrivalled scale.
The latest trend report from JWT calls this the age of the hyper-influencer. The report references Chinese influencers and key opinion leaders (KOLs) who have huge followings and therefore have the power to make or break a brand. For example, last year Becky Li, one of China’s most famous KOLs, sold 100 Mini Cooper Countryman cars on her WeChat blog in just five minutes.
As Instagram takes its own steps toward integrating e-commerce on its platform, sales like this could be replicated. It would certainly give content creators the opportunity to display their influence even more explicitly.
Yet these hyper-influencers tell only half the story.