Yoga, organic food and misinformation: Wellness influencers are taking the anti-vaccine movement mainstream

Still, it’s those with anywhere between 10,000 and 50,000 followers — sometimes known as “micro-influencers” — who are believed within the marketing industry to have an especially outsized impact on their followers. In a post last year for a blog owned by the Association of National Advertisers, Lesley Vos wrote that social media users “don’t trust celebs or experts with more than 100,000 followers anymore.” Micro-influencers, on the other hand — and their even more niche cousins, nanoinfluencers, with fewer than 10,000 followers — can seem less sold-out and more authentic, approachable or relatable.