The rise of social media was quickly followed by the advent of the “influencer” – an online content creator who builds credibility within a specific niche, giving them the power to shape opinions and purchasing decisions.

This skill lies at the heart of the influencer-marketing industry, a juggernaut projected to be worth around US$32 billion this year.

On Instagram alone, which boasts more than two billion users, an estimated 50 million people identify as “creators”. Brands often send influencers products, hoping a well-placed post or story will connect with consumers on a more personal level.

But the mantle of “influencer” is not reserved for those with millions of followers. Micro-influencers, who typically have between 1,000 and 10,000 followers, rely on authenticity and personal connection rather than celebrity status. Their influence stems not from scale but rather from something far more valuable: trust.

So how do they compel followers not just to watch, but to care, trust and stick around?

Our new research suggests the answer lies in storytelling. We explored how these creators use specific narrative strategies to craft “sticky” content that fosters lasting loyalty.

To understand what makes content........

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