Daily News | Philly’s microinfluencers and the $16 billion industry behind them
, so sometimes she identifies as a “nanoinfluencer.”) But Philly organizations said they didn’t strictly care about follower counts, instead valuing the intensity of the relationship between an influencer and her online audience.
Nguyen responds to half a dozen private messages daily from her followers, posting recommendations based on common questions she gets, like where she bought a particular pan or how she made her skin look dewy. The daughter of Vietnamese immigrants, she holds a dual master’s and bachelor’s degree in digital communications from Drexel University. She’s the first generation in her family to go to college; she describes her brand as a “Philly girl who keeps it real.
“The ways in which audiences learn about our events has seismically shifted over the past five years,” said Crystal Brewe, chief marketing and audience experience officer at The Philadelphia Orchestra and Kimmel Center. About forty percent of people say they heard about Kimmel events through a combination of “word of mouth” and social media, Brewe said — much higher than the “attribution rates” from traditional ads.
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