The trend: In social commerce, brands are discovering that less is more when partnering with content creators to feature their products. Social media users with a small but loyal following are becoming the strategic play for younger consumers.
More on this: The popularity of nano- and micro-influencers, who generally wield between 1,000 and 100,000 followers, has grown in large part because TikTok and Instagram gave millions of users the ability to post videos about products and potentially get their content in front of millions of viewers. Brands also covet these influencers for their ability to find audiences with highly specific interests and help extend engagement.
Though conventional wisdom suggests that bigger is better, micro-influencers offer many benefits to brands.
Evolution = Opportunity: Social platforms are rolling out new features to give creators more ways to get discovered and make money, and one way they’re doing it is by connecting them with relevant brand partners. At the same time, widening social commerce capabilities are giving brands more ways to gain sales, making online connections to consumers all the more important.
The takeaway: Influencer marketing is here to stay, and many brands realize that relevance and authenticity can help woo younger audiences. Partnering with smaller influencers will become a core element in the marketing playbooks of many brands for some time to come.