Rise of micro-influencers?

In trend spotting news, employers are relying on their employees to be influencers for their goods or services. This use of micro-influencers is a response to the notion that people want to buy from people… this sounds a lot like regular influencing but without the overly polished veneer. Companies relying on employee influencing are said to be Chomps, Alice Mushrooms, and Duolingo. @wellcopymax