Micro-influencers: An emerging profession not yet recognized, with a tarnished reputation

Abstract

Influencer marketing is a rapidly expanding industry. This qualitative study examines microinfluencers (those with up to 100,000 followers) through 30 in-depth interviews to understand their perceptions of their profession’s reputation, potential improvements, and the level of professionalization within the field. Excessive commercialization and the mismatch between advertised products and the micro-influencer’s profile are identified as the primary factors damaging their reputation. In terms of professionalization, it is common for compensation to be limited to products, which 60% of interviewees consider unfair. Despite these challenges, microinfluencers are eager learners, consistently striving to stay updated in various domains.