It seems like just yesterday we were explaining what influencer marketing was to family, friends and clients, but—as is often said—time truly flies.
With today’s rapid technological advancement and continuous social change, the days of Myspace and traditional mommy bloggers from the early aughts are long gone.
Influencer marketing has quickly evolved from a far-off, novel concept to a household term and a facet of daily life for all internet users. While this contemporary aspect of marketing provided PR practitioners, marketers and businesses with vast new opportunities for success, consumers have become fatigued by the content of many macro-influencers with significant wealth, millions of followers, large-scale brand deals, and the like.
Due to this priority shift among much of the public, brands and professionals are following suit by partnering with more micro- and nano-influencers who have smaller, highly engaged audiences.
While securing collaborations with individuals with more expansive audiences may seem like the best outcome for brands, this is often untrue. In fact, the micro- and nano-influencers we see today typically offer more authentic endorsements and foster closer connections with their followers, making them valuable partners for brands seeking genuine engagement.
One of the many ways that marketing and public relations firms mindfully and strategically serve clients is by monitoring various trends and continuously navigating these seemingly undetectable shifts, which can significantly impact brands across all industries.
Then and now
According to Aspire, the pioneers of influencer marketing can be traced back as early as the 18th century. British potter Josiah Wedgwood earned the official title of “Her Majesty’s Potter” after receiving approval from Queen Charlotte in 1765.
At a time when the Queen was the ultimate influencer, Wedgwood opted to leverage his new status and established the world’s first luxury pottery brand. Even then, an endorsement of this caliber was the catalyst for the “Queensware” brand, making it desirable and relevant to the masses.
Centuries later, modern royalty—celebrities—took over this role. In the early 2000s, celebrity endorsements leveraged the influence of these seemingly unreachable icons and tastemakers with actual, current preferences. Because of these individuals’ sway on the public, brands like Nike and Pepsi began to create mutually beneficial partnerships and endorsements.
Naturally, this gave way to the age of influencers we know today. However, despite their massive reach, the sense of access and connection dissipated, significantly decreasing engagement and ultimately causing consumer fatigue as the market oversaturated.
The Micro- and Nano-Influencer Effect
This pivot away from vast but blatantly promotional content is pushing brands back toward more authentic, value-centered and intentional partnerships. This is where micro- and nano-influencers enter the chat.
Harvard Business Review shared critical data on the transition: “Nano influencers, those with fewer than 10,000 followers, yield a remarkable average return of more than $1,000 on a $50 investment—the typical worth of the free products they receive. Conversely, macro influencers, those with more than 100,000 followers, command a hefty price tag of well over $1,000, on average, but deliver a return of only $6,000.”
These findings showcase that consumers prioritize authenticity, honesty, connection, and trust in “real” people, making more niche influencers the perfect partners.
Aside from the authenticity, trust and impressive engagement rates that nano- and micro-influencers possess. They are also much more cost-effective, providing opportunities to brands with smaller budgets or more diverse strategies. For example, niche strategies, allowing brands to target particular audiences effectively, or community-oriented strategies, building deeper relationships with followers and feeling like a friend.
“Nano influencers are just like us,” Bocconi University’s Maximilian Beichert wisely stated. “They interact with followers just like they do with their friends. This authenticity is so much more powerful than a sponsored post with no engagement from a well-known celebrity.” Though consumer preferences continuously evolve, trust, authenticity and honesty will never go out of style.
If you’re interested in learning more about RPR’s approach to influencer marketing, reach out to R team today!