The nanoinfluencer is now in vogue with brands as they seek engagement from core fans. Smaller accounts are seen to provide a more authentic, human viewpoint and an experience akin to word of mouth. With people growing weary of mega influencers gun for hire approach to posts.

With her flawlessly rendered appearance and dramatic digital narratives, virtual influencer Lil’ Miquela has been challenging ideas of authenticity on Instagram since 2016. Why are brands and social media users embracing these CGI celebrities and could they ever replace their human counterparts?

With athleisure taking the fashion world by storm, brands are struggling to compete in an oversaturated market. UK-based Gymshark has made its mark in the fitness-wear arena by aligning its products to popular YouTube and Instagram influencers to create a cult following of 18-25 year olds.

Peer reviews have empowered people to confidently order almost anything online – but would you get a new deodorant without smelling it or buy lipstick without testing the shade first-hand? Canvas8 spoke to 20 Americans to understand how they prefer to shop for beauty and grooming products.