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increasingly valuable tool to many brands, a tool valuable enough to merit millions of advertising dollars (Van Grove, 2011). Today, Instagram is a platform used by more than 2 million advertisers (Instagram, 2018). Through a specialized website and the ability to sponsor and promote posts, Facebook’s backing has made Instagram-direct advertising extremely easy. Instagram’s internal data boasts over 5 million businesses worldwide, and as of March 2017, 80 percent of Instagram users follow at least one business. Companies feel pressure to control the brand conversation primarily through both paid advertisements and paid influencer posts. Influencer Marketing Since its beginning, Instagram has become a powerful social and marketing platform used by many categories of individuals. One category that marketers view as incredibly valuable is the individuals who hold influence over a set of followers, commonly referred to as “Instagram Influencers.” A popular definition of influencer marketing describes it as a form of marketing in which focus is placed on influential people rather than the target market as a whole; more modern definitions specify that the marketing takes place on social media (Baker, 2014). Although metrics differ based on the product category, influencers typically have tens of thousands of followers and receive thousands of likes and comments per post. They not only have a huge following, but influencers also possess established credibility and a loyal audience (Maheshwari, 2018). Because of their established credibility, influencer marketing has become exponentially more important to companies looking to control brand conversation as Instagram is growing. Instagram is believed to be twice as important than other platforms 10PDF Image | LIFESTYLES OF THE INSTAGRAM FAMOUS: WHAT FASHION MICRO- INFLUENCERS
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