Effective Microinfluencers in a Time of Covid19

Microinfluencers at the Time of COVID-19
Your Name
Subject and Section
Professor’s name
Date
Marketers Working with Micro-Influencers
* Micro-influencers have significant influence over macro relationships as the followers perceive their opinions as more personal compared to paid advertisements portrayed by macro-influencers. An example of this is the interview with Christian Garcia, an Instagram micro-influencer, where he stated, “…Wearing items like ripped jean jackets or bright yellow blazers are not common in my town. I’m notably the first person to start changing the landscape for my generation there (DeAcetis, 2020).”
* Linqua revealed that “77 percent of the marketers surveyed said they want to work with micro-influencers, whom Linqia defines as having 5,000 to 100,000 followers (Tietjen, 2020).”
Adam Gonon: The Micro-Influencer
Social Media Platforms
Adam Gonon is a micro-influencer on several social media websites, including Instagram, Twitter, Facebook, and YouTube. He uses the username @adamgonon on Instagram and Twitter and uses Adam Gonon for his Facebook page and YouTube account.
Subscribers
Currently, Gonon has 51, 200 followers on Instagram, 97 followers on Twitter, 526 followers on Facebook, and 237 subscribers on YouTube.
Marketing Segment
Gonon utilizes demographic segmentation as a marketing strategy. This is defined by identifying and classifying consumers based on their age, gender, lifestyle patterns, interests, and taste in fashion (Formplus, 2020). In his Instagram account, he posts his images wearing some brands like Proper Cloth for men of his age. This is accompanied by captions intended to display the appropriateness of the attire to a specific occasion, such as formal events, corporate meetings, or casual gatherings.
Analysis of Content
Gonon’s Instagram page was the most recognizable among the three social media platforms, where he created content related to many clothing brands. The micro-influencer specifically and constantly promotes the brand Proper Cloth and his strategy was mainly based on demographics, where he incorporated fashion statements through captions.
Notably, Gonon’s posted images all use warm hues that possibly highlight the message of the brands. Specifically, the images have a comb...