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The era of influencer is over, long live Nimsel

The era of influencer is over, long live Nimsel

Chances are slim that you still know the internet celebrities your kids adore today. Desire for more originality, the Internet niche micro-celebrity, or nimcels, are a growing part of our attention. Or how the unknown is not always unpopular.

Catherine Swartenbrooks

The Internet has done something strange with the concept of ‘celebrity’. In the past, someone made a name for themselves by being widespread in general popular culture. Singer of a band, protagonist in a movie, presenter who residence Advertise on TV. These people appeared as a test question and were harassed in the vegetable section of the supermarket. Gina Lisa, Jon Bon Jovi, Leonardo DiCaprio. Their names reverberated in all age groups, professions and education levels.

The advent of the internet of course ensured that memes, opinions, and people suddenly had a much larger platform. Something that was popular in Austin, for example, could suddenly find fun in Antwerp. These possibilities were fully used, so that suddenly Internet celebrities Originated. Individuals only known for what they did on the www. They had popular blogs, YouTube channels, or a successful Instagram account where they offered clothes, inside tips, teasers, or makeup products to hundreds of thousands of followers, who avidly inhaled and consumed what their digital heroes had created and consumed. The impact economy Boy. Internet celebrities They were paid to promote brands or honor events by attending or participating in panel discussions. They launched products or podcasts, became a brand in their own right and went mainstream, taking over TV screens as well as smartphones. It is not inconceivable that even your grandparents have heard a bell with names such as Flo Windey, Average Rob and Tiany Kiriloff.

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Evan Britton notes that in the past few years, something has changed Atlantic Ocean. Britton is the founder and CEO of Famous Birthdays, a website where you can search for a celebrity’s birthday date and perhaps pick up some other short biographical details. Until recently, it was not so difficult to continue to provide the site with content: it was watching who was in front of the fashion shows, which artists scored points on TikTok and who got roles in popular series. But Britton and his collaborators note that more and more users are starting to write relatively unfamiliar names. From niche streamers, from the founders of the popular Discord, from people who barely have a few 10,000 followers. ‘Fame is becoming more specialized’Britton said.

Statement supported by Hannes Coudenys, social media expert and organizer of the Internet De Jamies Awards. So an additional class will be added for the third edition: nimcels, or in other words: Internet niche micro-celebrity. “Anyway, we started small because we wanted to make it manageable because the internet is a very big thing. But we do notice that we have to diversify more and more. In the TikTok category, for example, last year we also made a distinction between individual accounts and corporate accounts because they have a purpose. Very different. But now we’re adding nimcels because we’re seeing this group of creators grow. People who don’t necessarily have very high reach, but who are very popular within their specific target group and who have a very loyal audience.”

Coudenys call tiktokers like Timothy Tancré, a window cleaner who makes names and logos on slick windows. Bo Baisen, who creates diabetes content; Or “Doebsie,” who amassed 70,000 followers with his acting scenes in broken English. “Most nimcels don’t make a cent of what they do, and they just do it because they enjoy it, no matter how big their audience is,” Coudenys says.

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Perhaps its appeal lies in that. In an age where young people are increasingly demanding credibility online, it makes sense that they are also digging into people and content they find credible. The influencer in the classical sense of the word embodies that credibility less and less, precisely because they no longer have a definite niche. Someone who, for example, became famous as a fashion blogger suddenly promoting cryptocurrency or rank, loses some credibility, especially now that influencers must also show posts containing #ad.

Moreover, it is also realistic that there is no longer a monoculture on the Internet, especially now that applications are increasingly focused on personal user experiences. My timeline on TikTok is adjusted according to my tastes and interests by the sophisticated algorithm, so that I also see different content and creators than my neighbor for example. This appears to provide a fragmented user experience, but in fact it provides more threading. Or quote a comment on a video of a tiktoker challenger making weird combinations with different types of cheese:Oh my God I found my people!

Coudenys agrees, “I also think it’s a positive development.” “An app like TikTok ensures that every user can find their audience and can explode, but also every user finds their community. It makes me excited.”