Smaller influencers fare better than celebrities in delivering authenticity

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 01, 2021, 1:49 PM UTC

Nano and micro-influencers help brands target niche audiences with authentic and empathic messaging.

Compared to celebrity influencers, smaller influencers empathise more with society and help deliver authentic messages. Consumers today prefer brands that actually live up to the promises they make. Influencer marketing is the channel through which brands can prove their commitment to their principles.

With the rise of niche-specific influencers and platforms like YouTube and TikTok, influencer-customer interactions through live streaming have risen. By interacting with viewers directly, influencers help etch brand images in the audience’s memory.

Influencers are increasingly using audio and video content to offer guides, tips, reviews and roundups. They are also relying on personalised and relatable long-form captions to build greater trust among consumers social platforms. The author suggests that influencers can curate motivational or sensitive microblogs and write long captions on platforms like Instagram, which allows up to 360 words in captions.

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