US cities with low numbers of young workers are turning to influencers for help in luring remote workers out of more metropolitan areas. Using influencers is proving more effective than traditional advertising so a growing number of brands are turning to them to boost their city’s profile.

Sneakerheads are seeking fashion tips on Discord. Unemployed individuals are turning to Reddit for support. Boomers are being radicalised by algorithms. Understanding who people listen to and the platforms they prefer underpins the work we’ve done in our Spotlight on Influence and Icons.

Disney is turning its biggest fans into the next breakout social media stars, who in turn can promote the brand across TikTok, Instagram, and YouTube. An intense three-month programme run within a special lab is hoping to revolutionise influencer marketing.

The pandemic sparked major shifts in influencer culture, with traditional celebs making way for more relatable stars and micro-communities fostering clout through shared passions. We know that personal recommendations still matter, but who will exert the most influence post-COVID-19?