Micro-influencers are taking social media by storm. From Instagram feeds to TikTok For You Pages, you’re probably no stranger to the hauls, get ready with me videos and brand deals that are commonplace for every influencer.

At the University of Miami, the influencer world is all around you. It’s also become the foundation for a lot of drama circulating the TikTok For You Page.

It’s no secret that the names of UM’s very own freshman influencers have been in the mouths of not just Miami students, but their audiences across other universities as well. The question is: Why are people so invested in the world of micro-influencers, and should you also be tuning into the drama of the social media influencer community?

Climb to the Top

It’s important to first define what a “social media influencer” is: They’re digital creatives who use different social media channels to build a dedicated audience. Essentially, they form relationships with different brands, and they strive to make a living off of convincing other social media users to buy from those brands. With the highest-paid influencers making almost $20 million annually, college students are beginning to strive for this career path.

A “micro-influencer” is a subset of influencers with less than 100,000 followers. Whether it’s a creator who fits a small niche or somebody on the path to stardom, the micro-influencer has a particularly appealing and accessible status. The micro-influencer could be sitting in your class one day, and appear on a celebrity’s Instagram the next. The micro-influencer of today could be the A-lister of tomorrow. With tools like TikTok and Instagram business profiles, the micro-influencer could be you.

One way to break into the influencer world is by following a video trend. Trends like #RushTok, the “clean girl” aesthetic and dorm hauls dominate college campuses and could allow anyone to rack up millions of views. At the University of Miami — an “influencer hotspot” according to The Washington Post — students are attempting to launch their influencer careers and partner with local Miami brands to hopefully become the next Alix Earle.

Authenticity Matters

For micro-influencers, there has been an argument that they are not being given the love they deserve. It can be difficult to break into the social media world when so many users are trying to also become famous influencers and create a business out of their hobby. Fernando Castro, aspiring micro- influencer and UM freshman, argues it’s all
about relatability and authenticity.

“A lot of what I post is centered around being a student here and balancing my school life with my social life,” said Castro. “I also find that making relationships with people on campus helps because they see my personality in person rather than through a phone screen, and they know I am genuine.” He also shared that his two most viral videos focused on something specific that happened to him, but it was still a “universal
experience” that viewers can relate to.

“I think right now Gen-Z values authenticity more than anything,” said Castro. “My goal is to develop a community or relationship with the people who follow me through content that makes them feel seen or heard.”

Building the Brand

Castro’s statement reflects one major aspect of the influencer industry: a content creator’s “brand.” This could be impacted by the brands they choose to collaborate with, the content they are making or the events they attend. If an influencer has an unfavorable image, they start to lose followers, brand deals and ultimately
influence.

As we’ve seen with Miami’s very own influencers, being involved in some kind of controversial issue or making an out-of- touch statement can lead to intense negative feedback from not just the influencer’s own followers, but the rest of the TikTok community as well.

According to Catherine Shenquerman, professor of influencer marketing at UM’s School of Communications, an influencer’s brand or mission is probably the most essential part of the business behind content
creators.

“A clear mission or message gives an influencer purpose beyond content creation. It builds trust, community and longevity,” said Professor Shenquerman.

She also stressed the importance of being a good storyteller and the ability to create a
real and engaging story

New Ways to Connect 

The rise of influencers as the celebrities of today might have taken the world by surprise, but it’s clear why this business model reigns supreme. The most obvious reason is the rise in social media use across all ages and all platforms. In the post- COVID era, everyone seems to turn to TikTok for their entertainment, Instagram for their shopping and Snapchat for communicating with others.

The other, less obvious reason is people’s desire for authenticity. If a content creator can find their “niche” while also being trustworthy and relatable, they’ve got themselves a multimillion-dollar career in the making.

As humans, we crave connection with people who we can relate to, who we trust to tell us their honest and true opinions and who we find entertaining.

“In many ways, micro-influencers brought marketing back to its human roots: real people, real stories, real influence,” said Professor Shenquerman.

Influencers give us opportunities for “connection.” As more businesses become aware of the opportunities at their disposal by utilizing influencers and content creators as advertising tools, the market for influencers will be even more lucrative and
competitive.

words_hannah valdivia. photo_julia campbell. design_jay moyer.

This article was published in Distraction’s Winter 2025 print issue.

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