Writing in 2007, Clive Thompson describes the phenomenon of “microcelebrity”–how blogging, Facebook and Flickr makes people famous to a few fans. “Adapting to microcelebrity means learning to manage our own identity and ‘message’ almost like a self-contained public relations department.” Clive Thompson on the Age of Microcelebrity: Why Everyone’s a Little Brad Pitt | WIRED

Microcelebrities were still uncommon back then, but now everybody who’s active on social media is a microcelebrity, even if it’s just posting family photos to instagram.

Thompson was writing then about blogging and Flickr. Facebook and Twitter were not yet mainstream (arguably, Twitter never was). Now it’s Facebook, Instagram and TikTok. More widespread but still the same phenomenon.