While influencers use their online followings to make money, “for a niche internet micro celebrity, the goal is purely to entertain, versus an influencer,” said Da. “I think this term emerged to distinguish people doing a similar thing to influencers, but for completely different motivations. Being a niche internet micro celebrity feels less capitalist, less ‘I’m a brand.’ ”

https://www.washingtonpost.com/technology/2022/08/24/nimcel-influencers-tiktok-youtube/