45. Don’t grow your followers

You with the 39 Instagram followers, rejoice! We are now in the time of the “micro-influencer,” which basically means that brands have twigged to the fact that just because someone has 1.2 million followers doesn’t mean he or she necessarily has a devoted audience advertisers can speak to. Instead, it’s all about people who may have smaller, nicher numbers— but dang it if their followers don’t listen when their microinfluencer of choice tells them to do something.