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Micro influencers at the Time of COVID-19 Tsz Ching Jason Yip CMMK2034 Derrick Hempel Date: September 21, 2021

2 Marketers Working with Micro-Influencers Micro-influencers have significant influence over macro relationships as the followers

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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

3 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 combination of red, yellow, and orange hues, as if the model is always being embraced by the sun and the warmth brought by looking at him makes the consumer want to buy the product that can make them feel the same when they wear the clothes. Gonon pairs the images with captions appropriate with his attire. In his most recent post, he was photographed in an office with a colleague who share coffee with him while they wore corporate attire, from head to foot. The clothing brands were tagged, and the photo was captioned with, “Back to business this Monday. What are your goals for the week?... (Gonon, 2021).” This is noteworthy as the images are in line with the captions, and the sentence construction was friendly, fashionable, and classy at the same time. Additionally, his style is marked by the use of hashtags that are related to the brand, type of clothing, and occasions. In this post, he utilized #backtooffice, #officeessentials, #Gcreative, and #propercloth among the others (Gonon, 2021). In this particular post, many followers commended Gonon’s style. Some of the comments are as follows: 1) @jerome_carlier said that the style has office vibes (Carlier, 2021).; 2) @meeeotch stated that he shall buy the products endorsed by the models (Mitch, 2021); 3)

4 @alyssalazar_ even joked about how she thought she looked sharped like these men whenever she went to Starbucks (Lazar, 2021).

5 Bibliography Carlier, J. [jerome_carlier]. (2021, September 13). Office Vibes. [Instagram Comment]. https://www.instagram.com/p/CTxD1BSr_fl/?utm_medium=copy_link DeAcetis, J. (2020). Why Brands Seek Micro Fashion Influencer Power to Keep Afloat During Covid-19. https://www.forbes.com/sites/josephdeacetis/2020/05/09/why-brands-seekmicro-fashion--influencer-power-to-keep-afloat-during-covid-19/#154549493011 Formplus. (2020, Septmeber 9). Demographic segmentation: Examples, Advantages, + [Variables]. https://www.formpl.us/resources/market-segmentation/demographic/ Gonon, A. [adamgonon]. (2021, September 13). Back to business this Monday. What are your goals for the week? [Photographed by @ianstauffer_ #adamgonon #backtooffice #officeessentials #Gcreative #propercloth #AW21 #etonshirts]. [Instagram Photo]. https://www.instagram.com/p/CTxD1BSr_fl/?utm_medium=copy_link Lazar, A. [alyssalazar_]. (2021, September 13). This is how professional we thought we looked when we went to Starbucks to write out our play. [Instagram Comment]. https://www.instagram.com/p/CTxD1BSr_fl/?utm_medium=copy_link Mitch. [meeeotch]. (2021, September 13). I’m buying whatever you two are selling. [Instagram Comment]. https://www.instagram.com/p/CTxD1BSr_fl/?utm_medium=copy_link Tietjen, A. (2020). Brands Turn to Microinfluencers, as Supers Struggle with Relatability: Coronavirus Gaffes by Superinfluencers are Causing Brands to Lean into the Micro Pool. https://wwd.com/business-news/media/coronavirus-influencer-marketingmicroinfluencers-arielle-charnas-1203625971/...