Community Influencers

Cities and communities are not immune to the rapidly growing social media influencer industry. An influencer is a type of social media user who uses a social media platform to market themselves, their lifestyle, or specific products to an audience of followers. Influencers have flourished under evolving social media platforms, sharing short-form content (e.g., TikTok, Instagram reels, or YouTube shorts). They can access or create special-interest online communities that are either geographically connected (like Nextdoor) or based on a shared topic (like Reddit).

Travel-based influencers can affect tourism, with potentially positive impacts on the local economy and negative impacts on local ecology. City-living influencers can generate housing demand or revitalize shopping centers. Urban influencers have been advocating for transit, discussing the reality of suburban life, or inviting young people to participate in the planning process.

For planners, it is important to understand the different social media influencers in their communities and how they can be leveraged for more equitable and inclusive community development.