Micro-influencers in Malta and the effects of COVID-19

Abstract

Instagram has changed the role of visuals in everyday lives by introducing new techniques and behaviors for producing, sharing, and observing images. The platform has birthed the influencer phenomenon by giving users the opportunity to use images to brand themselves for commercial gain. This study examines how influencers are strategically posting photos online to portray themselves online. Building on existing social media and self-representation research, it asks: how do micro-influencers in Malta position themselves on Instagram; and how have they needed to adapt their strategies to stay relevant during a global pandemic? In this context, microinfluencers are Instagram users who have between 1k and 30k followers. Through in-depth interviews with 11 micro-influencers and a thematic analysis of their Instagram profiles, it is apparent that tactical practices are in place to capture the attention of an online audience. An analysis of their images and responses demonstrated that being different by posting in a specific niche and with the same edits is key to standing out in the Instagram community. The results further indicate how coronavirus has impacted micro-influencers’ online presence. Due to social distancing measures and brand collaborations being put on hold, influencers have had the time to create more sensible and creative content. While this study provides unique insights into self-branding techniques amidst a global pandemic, further research is needed to identify the future tactics of influencers in a post-lockdown context.