In the vast world of social media, the term “influencer” often makes us think of the “big-names” we see as we scroll through our feed. From Alix Earle, Jake Shane, and Alex Cooper to Theo Von, Joe Rogan, and Mel Robbins, we are constantly in-tune with expansive platforms, each probably with an agenda and earned commission.
They’re the individuals who are promoting and pushing the popular trends forward. It’s no wonder our society is so obsessed with Thermos water bottles, snail mucin serums, and golf. After all, the people mentioned above are the ones bringing these things to our attention. We all want to be a part of the masses. (Take a look at the many voices who are capturing our attention.)
However, these influencers are often disconnected from the vast populations they reach. We don’t share their same level of lifestyle (at least most of us don’t). We don’t have a six-car garage or a house in the Hamptons. And despite this, we still aspire to match their curated perfection—a lifestyle that often feels unattainable and out of touch with everyday realities.
But what if we turn our attention elsewhere? Perhaps, more inward—toward our own place of residence.
Instead of honing in on distant celebrities or influencers with unreachable lifestyles, maybe it’s time we focused on the individuals shaping the culture right in our neighborhood.
Those who frequent the same coffee shops, practice the same day-to-day routine, or share sidewalk nods during evening walks. This isn’t necessarily conformity. It’s about relatability. It’s about finding influence in the familiar and inspiration in the everyday.
Because, when individuals live in the same environment, face the same seasonal changes, navigate the same local rhythms, and are immersed in the same happenings, their voices often resonate more deeply. They don’t just represent a lifestyle, they reflect our lifestyle.
The Rise of the Local Influencer
Introducing… the “local influencer,” someone who engages a specific, often smaller audience within a geographic area, building authentic connections with the surrounding community—something larger influencers struggle to achieve. This local person serves a similar purpose as the “big name” influencers, just at a level that is more attainable and authentic.
In a world driven by mass-produced, conformity culture, the subsistence of these local influencers matters now more than ever. It’s already difficult enough to escape the presence of social media and general connectedness, so we might as well channel this reality to preserve the charm of our quaint corners of the world.
In small towns such as Holland, Michigan, these local voices are becoming increasingly important. They offer personalized perspectives, promote neighborhood businesses, and help foster a sense of belonging amongst residents.
It’s become evident that more and more people are seeking genuine connections and localized content, and the influence of these creators is growing.
Everyday Impact, Extraordinary Reach
What makes local influencers so powerful isn’t their follower count—it’s their connection. They’re the ones honestly showcasing the best iced latte in town, visiting local beaches, and giving insight into their daily routines. Their content feels less like a performance for views and more like a conversation—one that resonates because it’s rooted in shared relatability.
And while their reach may not stretch across continents, it doesn’t have to.
Their value lies in their ability to elevate the overlooked; the farmer’s market flower stand, what’s happening in local school districts, and the hidden gems around town. In doing so, they help strengthen the cultural fabric of a place—not by changing it, but by spotlighting what already makes it unique.
Holland’s Very Own Local Influencers
What better of a place for local influencers to thrive than in and around Holland, Michigan. There are dozens of creators that have yet to be tapped into. From lifestyle vloggers, to moms sharing candid snapshots of family life, to wellness advocates highlighting the best walking trails and farmers markets—these influencers are rooted, relatable, and redefining what it means to have influence.
Below are some of the people proving that influence doesn’t necessarily have to come with a blue checkmark—sometimes, it just comes from being real.
A current resident of Holland, Lauren Genzink showcases her lifestyle through a beautifully curated blend of motherhood, fashion, and small-town charm. If you’re a fan of cottage core and coastal grandmother, take a look at her page!
About seven years ago, she created her account shortly after getting married with the intent of showcasing her new home. In her words, “I’m not originally from Holland, but it has so many beautiful old homes in it and I love the one that we settled in!”
If that’s not charm, I don’t know what is.
Despite not being a born-and-raised local, Genzink took the time to immerse herself into the town. “It took me a while to lean into showcasing more of Holland. But in the last year or so I have had a really great time showcasing the beautiful aspects of our downtown, the country roads, and of course, the lake!”
She said, “I think a lot of people have started to notice more of these beach towns along Lake Michigan and are curious what they are like.”
This is what is great about local influencers—they help our curiosity flourish.
We uncover untouched landscapes, communities, and elements of places we don’t know a whole lot about.
Towns up and down the lakeshore are experiencing higher foot traffic—from Grand Haven to Holland to Saugatuck to South Haven.
When asked, Genzink explained her outreach, stating, “I’ve had a couple other moms reach out to me and let me know that I have inspired them to enjoy our community more and notice all of the pockets that make it more beautiful.”
This is what local influencing is really about—connecting with those around us.
A local mom-fluencer, Erin Martz of Motherhood's Beautiful Chaos, shares her experience with motherhood through social media. Her content strikes a relatable chord with other moms in West Michigan—and beyond. Whether she’s showing off an early school morning, sharing a small parenting win, or laughing through the mess, Erin offers more than entertainment. She offers connections. “Motherhood is lonely and isolating,” she said. “It’s easy to get caught up in it. With social media, it’s an easy way to connect. Not only with like-minded moms, but moms in the area.”
That sense of connection is what makes her influencer presence feel so refreshing. In a society dominated by staged, curated feeds, Erin’s content stands out. Much of the time, our feed is filled with posed smiles and carefully posed lives. We scroll past it, knowingly aware of its faux perfection. And yet, we often buy into the narrative.
Erin remembers what that felt like when she first started growing her page: “I felt like I had a pressure to present myself and family as ‘perfect.’ It’s all I was seeing—moms who appeared to have it all together and figured out. But that’s far from me.”
Instead of playing into the “big name” and “global trend” expectations, Erin made a conscious choice to share what’s real. “As a mom of a child with profound autism and two other boys, my life is messy and chaotic and misunderstood,” she explains.
“I share the real. The raw. It's funny. It's sad. I let it all out. I want a mom to look at my content and say, ‘I feel that way too. I’m glad I’m not alone.’"
This, she says, is the core of what local influencing should be: not about clout or polished personas, but about curating a community. “I feel like most people think mom influencers share clout. That they want a pat on the back. I find that most just want a sense of community. A place to connect. Make people laugh. Make people feel seen.”
At the same time, Erin draws firm boundaries around what she shares. “To keep things I don’t want the masses to know, I never share my address. In fact, I don’t share the town I live in. I will never share where my kids go to school. I will also never share any of my kids having a hard time. I don’t tend to share ‘day in the lives.’ I feel like I don’t need everyone knowing everything I’m doing on a Tuesday. And again, I will never ever show my children in vulnerable situations. To anyone.”
This points to a deeper truth that we, everyday people, actually share with influencers: We tend to overshare the aspects of our lives. We post our dinner plate (cause the phone always eats first). We post our OOTD (for those of you not familiar with the term, it means outfit of the day). We post our shopping hauls. Our coffee order. Our daily routine. Our skincare lineup. Our political leanings. Our text strands. Even our breakdown crying moments.
The more we share, the less our lives remain our own. (And I can vouch for myself and others, we really don’t need to see you crying in the bathroom at 2 a.m. on a Sunday because you're heartbroken over your ex or spiraling about your third existential crisis this week.)
Influence Starts at Home
As we continue to navigate our society where mainstream trends often drown out individual voices, it’s the creators who live, essentially, right next door, who are quietly, humbly redefining what influence means.
Local influencers aren’t necessarily expecting you to click the like button—they’re hoping to drive connections, such as foot traffic to small businesses, and showcasing the beauty of everyday life in the place we willingly call home.
Their content may not go viral in the traditional sense, but its impact ripples across neighborhoods, friend groups, and family routines. It’s authentic. It’s accessible. It resonates in ways a perfectly filtered, edited, and staged post never could.
So, as we continue to scroll, share, and engage, perhaps it’s time we shift our eyes from influencers we’re likely never to meet to the ones we might run into at the farmers market.
The future of influence might just start right where we live.
On Your Feed: Top West Michigan Influencers to Watch
Taylor Dustin | The Wandering Michigander
Lauren Genzink
Kristin Jones
Erin Martz | Motherhood’s Beautiful Chaos
Hannah Meloche
Sierra Ozolins is a West Michigan native, currently a student at Hope College. As an athlete, she is passionate about fitness—from running to weightlifting. With a interest for politics and lifestyle, she is intrigued how local culture, community, and everyday events shape the world around her—often with an iced coffee in hand and her dog by her side.
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