Tucson's 'micro-influencers' on TikTok are setting local trends

Tucson’s growing community of TikTok “micro-influencers,” the ones with a smaller following, are shaping their own niche by creating some local trends and inspiring Tucsonans to visit new hotspots.

While big-name celebrity influencers can have upwards of millions of followers, micro-influencers are defined as having about 20,000 or less. The difference is that these creators often focus on posting local recommendations, trends, or lifestyle content specific to their audiences. And while the content reaches a smaller audience, it can feel more personal and sometimes persuasive.

Tucson-based influencer Miriam Loaiza, who has about 14,000 followers on the app, said she gets mass amounts of views and interactions when posting “crazes.” Posting about trending audios, a fashion or beauty trend, or things as simple as a new spot in Tucson gets a lot of traction.

She is even able to profit from her TikTok Shop finds shared to her followers.

“When Korean beauty was trending, I posted a video trying a Medicube mask,” she said. “It had over 200,000 views and I sold several masks through the video.”

While it may seem like these opportunities come easy, Loaiza, who said she is 100% dedicated to her TikTok gig, said it can be difficult to keep up with what’s trending.

“I do feel the pressure of trends. I try not to let it get to me,” she said. “The best way to describe it is that TikTok is that toxic girlfriend … it gets mad at you if you don’t text her right away or you’re not giving her attention.”

University of Arizona senior and micro-influencer Danielle Govan has built her TikTok page around fashion and lifestyle content geared to a college student’s budget.

“One of the first times I went viral, I was wearing a limited edition ALO set that I had no idea was so important,” Govan said, referring to the trendy athletic brand. “People lost their minds. Within the next few weeks, I saw girls all over campus in similar outfits.”

Govan, who is studying fashion, said she aims to put out content that’s relatable and realistic. Her TikToks often are “day in the life” videos showing her going to class, getting ready for a night out and having an average college lifestyle.

“When I make real, relatable content, I get the most views,” she said. “It feels like those videos just connect with students.”

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UA junior Juliana Alvarado said creators like Govan and other Tucson-based influencers inspired her to start posting on her page.

“I focus on balance,” Alvarado said. “I make workout videos, but also videos of me and my friends going out.”

Alvarado says the more honest she is about her life, the more views she gets.

Alvarado, who has around 1,500 followers, said microinfluencers play a key role in her daily life. From trying new Tucson restaurants to the newest fashion trend, she is often influenced by the content.

“If someone posts about a new coffee spot or the newest boutique, I visit it within days,” Alvarado said. “I get fomo if I don’t. I need to know what the hype is all about.”

Alvarado and Govan agree that having trust and being honest keeps their audiences watching.

“It makes it feel like I’m on FaceTime with a friend,” Alvarado said.

“People will only respond and react to what’s real, which plays a huge impact on how students are living,” Govan said.