Influencer Marketing: Why Brands are Picking Micro-Influencers Over Celebrities

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Influencer marketing is evolving. As digital marketers, we can clearly see that this industry is not what it was 5-10 years ago. Previously dominated by celebrities, the focus is now shifting towards micro-influencers, who are proving to be highly effective for campaigns. These individuals, often with follower counts ranging from 1,000 to 100,000, are valued for their ability to develop deeper connections due to their authenticity and relatability.

At our agency. Bold x Collective, we’ve seen great ROIs with clients that have invested in micro-influencers that have a specific niche with a strong community to support them. This shift is really transitioning how brands connect with their target audiences, offering new opportunities. Let’s get into the specifics!

A Rise in MICRO INFLUENCERS

Back in the day, influencer marketing was always so focused on celebrities and influencers with millions of followers. This helped a lot of brands promote their products and services. However, in 2024 we’ve seen a major rise in being authentic. Why? Because authentic individuals are relatable! “Regular” people can relate to them, unlike influencers and celebrities, who tend to be less relatable due to their status and “privilege,” which is said by many on social media.

Micro-influencers typically have followers ranging from 1,000 to 100,000 followers. They make up for what they lack in sheer numbers in engagement and authenticity.

Authenticity is key!

I always say this — authenticity is so in! One of the biggest reasons there is a shift towards micro-influencers is because there is a desire for authenticity online. The social media world has been filled with ads and filters for so long, so there is a growing skepticism towards traditional advertising as well as celebrity-endorsed products, as so many celebrities are getting called out daily.

Micro-influencers on the other hand are more relatable and personalize their content. By being raw and real, they form genuine connections with their audience. Their product and service recommendations tend to be more trustworthy; almost like a friend giving you advice!

In addition to all of this, micro-influencers have also generated more positive engagement rates than some famous influencers like Kim Kardashian or Kylie Jenner. This metric measures the level of interaction followers have with an influencer’s content, such as likes, comments and shares. It is key when it comes to measuring the results of influencer marketing campaigns. If you have a brand, know that high engagement rates signal that an influencer’s content does in fact resonate with their target audience. This will make them likelier to purchase from your brand giving you an ROI.

Targeted Reach

Micro-influencers usually cater to niche markets, making them very valuable for brands that are interested in target specific demographics. Their followers are typically highly engaged individuals who share a real interest in the influencer’s niche, whether it be lifestyle, wellness, nutrition, science and more. This targeted reach allows for more efficient marketing strategies, where brands can connect with an audience that has already seen their products or services.

This is so beneficial for marketers like myself, especially because we no longer have cookies! In 2024, targeting is harder than the past, without cookies available. That is why our agency finds new and innovative strategies to work with micro-influencers with a specific niche, that resonate with our clients.

Cost-eFFECTIVE

Believe it or not — collaborating with micro-influencers is often more cost-effective than collaborating with celebrities! Micro-influencers do have lower rates (as they do not have the celebrity-status), which makes them more accessible for smaller brands or brands with limited marketing budgets. In the past, influencer marketing was quite expensive, but that is no longer the case which makes it easier for small businesses to use this as a part of their marketing strategy. This can result in a higher ROI at a fraction of the cost making it highly valuable!

Flexibility and Creativity

At our agency, we’ve noticed that many of the micro-influencers we’ve worked with usually offer more flexibility and are open to creative ideas! They tend to be more open-minded, have unique ideas, and also want to understand the brand so they can produce something that resonates.

On the other hand, celebrities do have stricter contracts, and understandably so. Micro-influencers are generally more accessible and willing to co-create content that aligns with your brand as well as their own. This leads to a more authentic approach which we all love in 2024!

bRANDS THAT uSE mICRO INFLUENCERS

Canon: Known for its imaging technology, Canon engages micro-influencers, particularly those passionate about photography, to showcase their products and experiences through the brand ambassador program.

Forever 21: The fashion retailer leverages micro-influencers on platforms like Instagram, encouraging them to post their favorite outfits using specific hashtags to engage their audience​.

Headspace: The mindfulness and meditation app collaborates with health and wellness influencers to share their positive experiences and promote the app’s features.

Airbnb: The hospitality giant works with micro-influencers to offer local travel experiences, providing authentic stories and insights into various destinations.

Nike: While predominantly a major brand, Nike strategically collaborates with micro-influencers to embody their “Just Do It” ethos and connect with their audience on a more personal level.

Adidas: Adidas employs micro-influencers to resonate with their audience through sports and lifestyle content, balancing celebrity endorsements with more relatable influencer partnerships​.

Starbucks: Known for its global coffeehouse chain, Starbucks engages micro-influencers for diverse campaigns and encourages the sharing of user-generated content with specific hashtags​.

Macy’s: The department store has turned to micro-influencers to enhance its e-commerce presence, especially through campaigns like the Style Crew ambassador program.

What Does the Future of Micro Influencers look Like?

At our Digital Marketing agency, we are optimistic about the future of influencer marketing, anticipating a trend towards building deeper, long-lasting partnerships with micro-influencers. These relationships capitalize on their ability to develop authentic connections with audiences. Also, evolving social media platforms and their algorithms will significantly influence the strategies used in influencer marketing. A notable shift towards micro-influencers indicates a broader move towards more personalized and genuine marketing approaches into 2024. As consumers increasingly seek brands that reflect their values and interests, micro-influencers stand ready to serve as ideal connectors. Moving forward, we expect a heightened focus on niche targeting and the strategic use of data analytics to pair brands with the most compatible influencers, enhancing alignment and impact. All in all — we see influencer marketing only going uphill from here!

READY TO TAKE THE NEXT STEP FOR YOUR BRAND?

Interested in implementing influencer marketing in your strategy, but don’t know exactly where to start? Not to worry! Our in-house strategists are here to help you find the best way to implement influencer marketing, as well as executing your strategy. The experienced digital marketing team at Bold x Collective understands the importance of this shift and has experience within the space. We like to start our clients off with a discovery call to get a better understanding of their products and/or services. From there, we thoroughly research our their target audience, demographics, online habits, competitors, and much more. From there, we build a strong influencer marketing strategy followed by execution and tracking throughout the entire process. Submit an enquiry with Bold x Collective. We can’t wait to learn about your project goals!