With influencer marketing being built around real people, influencers have more potential to establish trust with customers than branded posts.
Influencer marketing gained new ground after the pandemic accelerated the digital economy and made social media more mainstream than ever before. Influencer marketing is all about real people - whether it is a public celebrity or a nano-influencer with less than 10,000 followers - and is trusted more by consumers than brand messages.
Though macro-influencers are experts in their respective domains, nano-influencers have a niche, small yet highly engaged audiences. Consumers take the recommendations given by nano-influencers more seriously than suggestions shared by macro-influencers.
While macro-influencers influence audiences at the top of the sales funnel, nano-influencers influencers affect purchasing decisions. The author contends that once trust is established between an influencer and their followers, sponsored posts are accepted “as readily as organic posts.”
[6 minute read]