Micro-influencers in the spotlight 

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 04, 2021, 2:44 PM GMT+0

The Influencer marketing scenario is changing, with brands shifting budgets from celebrities to micro and nano-influencers. 

Studies show that the second-fastest-growing line item on the CMO budget right now is influencer marketing, content retaining the top spot. Brands are increasingly spreading the advertising budget across multiple channels instead of spending the whole amount on expensive TV adverts. They are exploring more affordable options like influencer marketing.  

Moreover, brands are increasingly collaborating with micro and nano-influencers to promote their offerings instead of partnering with big celebrities. These “organic advocates” have modest, engaged audiences and usually accept promotions in return for access to merchandise. 

Another major trend that marketers can capitalise on is real-time audio content. This format can help brands effectively interact with their potential buyers and engage audiences better.  

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