Why are micro-and nano-influencers giving brands macro-opportunities?
Well, gone are the days for brands to pay a lot of money for celebrities to promote their products because the investment may not deliver the expected high return for a brand. While a celebrity may offer a large following, consumers are more likely to trust friends, family, and micro-influencers who are highly focused on key categories.
In fact, US social commerce sales will rise by 24.9% to $45.74 billion in 2022, and as influencer marketing rises its way to the top in purchase funnels, creators with smaller following will be a strategic play in the influencer world of marketing in 2022.
Many micro-influencers have built their trusted following through the Tiktok platform, with low barriers to entry in the early days. Focused on building organic content that grows viral, brands are most interested in working with nano- and micro-influencers. That’s not a new trend, but their popularity among marketers has grown over the past several years thanks in large part to TikTok. And now with the Shopify partnership, TikTok will enable influencers to deliver more brand sales as their content reaches their audiences.
As eMarketer says, “Smaller influencers give brands the most bang for their buck.”
What’s your personal story with smaller influencers? Tell us in the comments!