Yes! Totally. Who doesn’t enjoy those 'I have no idea who that is, but I love what they’re doing' moments you get when you scroll Instagram or TikTok?
2020 and COVID-19 changed the influencer marketing landscape forever, and for good.
Celebrities are not the behemoths they used to be. The extraordinary reach they once had has not just dropped, it has been shared. The new celebrity rose further up the ranks this year as people have spent a lot of time looking for something to keep themselves occupied in lockdown. The highly skilled, funny, engaging and everyday musicians, marketers, dancers, cooks, singers, cleaners, parents and more that have kept us entertained on social media.
Ordinary people without a particularly remarkable background or story, but with something to say and share, many of them focused on delivering high value, but not necessarily high production value, content: good advice, tips, tricks, honest reviews. The genius thing is that with virtual platforms there’s room for all kinds of influencers, and there is content for everyone.
On the business side, working with macro-influencers can of course increase brand awareness on a huge scale. But working with micro-influencers can reach much more targeted audiences. You can gain more from community-feel influencers with smaller, niche followings compared to traditional celebrity sponsorship, for a lesser cost.
Trades are now the future of endorsement deals. Micro-influencers are not necessarily looking for monetary deals; they are looking for empowerment, amplification of their message and ultimately their exposure. If your brand has a robust online presence, you can trade that exposure for their support and engagement. The symbiotic nature of a partnership creates long term opportunities for your brand.