Redefining social media influencership through followership building

This online ethnographic study explores the nature of online work by Nigerian X (formerly Twitter) influencers through their adaptation of the platform's socio-technical features and affective labour. Two interconnected observations are advanced. First, influencers’ practices hinge on relevance, one that draws on the limited repertoire of platform affordances available. These practices are employed before or alongside their engagement with affective labour and identity entrepreneurship. Second, the immateriality of influencership and practices adopted when influencers lose relevance contribute to understanding their platform-based technical labour and online influence. These findings, therefore, suggest that the practices of building popularity and influence online extend beyond affective labour, which dominates the existing literature. This research relies on 15 in-depth interviews with influencers, media agencies, and representatives of corporate organisations, including an observation of their online activities. Particular attention is paid to research ethics, positionality, and data collection, management and processing. This study contributes new insights into the influencer culture on social media in Nigeria and Africa.