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connections with people. Influencers possess a duel desire to speak to all their followers and connect one-on-one with individuals at the same time. Almost every one of the micro-influencers that participated in this study referenced personal relationships that developed through her Instagram presence and her thankfulness for Instagram providing the connection. By first using Instagram as a platform to share information to a large audience, influencers then engage with individual followers personally through direct messages and comments (and thus exemplifying the “social” in social media; Shoenberger, 2017). What started as a mass tool for communication becomes a one-to- one conversation when these micro-influencers are able to answer their followers’ questions and share more information with them. Every influencer expressed how much she enjoyed her followers reaching out to her for advice, recommendations, and questions. As an example, Hayley expressed that her goal was “always to reach people” not necessarily to “gain followers” or “be Instagram famous. It was honestly to reach more people.” Similarly, Sydney commented about treating “followers like ... friends in real life” continuing by stating, Like I've sent videos of myself talking in my DMs, like showing people like, this is what I mean. Because I'm like, kind of bad at explaining things over text. And so I'm like, I'm just gonna take a video and like, show them instead. Because that's what I would do for my friends. Influencers not only use Instagram to connect one-to-one with their followers, but also with other influencers; connecting with other influencers was a common occurrence for the individuals who participated in this study. For many of them, this connection 36PDF Image | LIFESTYLES OF THE INSTAGRAM FAMOUS: WHAT FASHION MICRO- INFLUENCERS
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