Influencer marketing has grown rapidly over the past decade. Companies worldwide are investing an increasing amount of time and money and leveraging the power of influencers to boost their brands’ awareness. It is important to note however, that while only celebrities played the role of influencers only a few years ago, today’s world has several different types of influencers. It is widely known that the number of followers is not the only, or even the most effective metric to use for determining an influencer’s influence. We now live in an age where micro-influencers are becoming increasingly prominent.
Audiences today lean more towards authenticity, trust, and connection in their purchasing decisions. These traits are usually found in micro and nano-influencers, and not in celebrities and macro-influencers, with millions of followers. Therefore, today’s influencer marketing is gradually becoming more of an extension of word-of-mouth marketing.
