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Yoga, Organic Food, and Misinformation: Wellness Influencers Are Taking the Anti-Vaccine Movement Mainstream

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Still, it is those with between 10,000 and 50,000 followers – sometimes known as “micro-influencers” – who are believed in the marketing industry to have a particularly large impact on their followers. In a post last year on an Association of National Advertisers blog, Lesley Vos wrote that social media users “no longer trust celebs or experts with more than 100,000 followers.” Micro-influencers, on the other hand – and their even more niche cousins, nano-influencers with fewer than 10,000 followers – can appear less sold out and more authentic, more accessible or more relatable.

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