Celebs to Micro-Influencers
The Evolution of Influencer Marketing
REFY Beauty brand that utilises micro-influencers as well as celebrity-esque influencers on their social feed
It’s official – the days when only celebs were invyted to the influencer table are long gone. Once upon a time, a brand’s dream collab was with a Hollywood A-lister, but now, the true stars are often those with the most relatable content. Say hello to the micro-influencers: smaller followings, big impact, and the kind of engagement that brands are tripping over themselves to get. So, let’s rewind for a minute and look at how we got here.
The 90s Got Milk ad’s with celebrities
🎥 The Early Days: Celebrity Endorsements
The concept of influencer marketing isn’t new. Before the term "influencer" became synonymous with social media personalities, brands turned to celebrities to promote their products. Think back to the classic ads featuring athletes, actors, and musicians touting everything from soft drinks to clothing. The logic was simple: if someone famous likes a product, their fans will too.
Celebrity endorsements worked because they tapped into the aspirational nature of consumers. People wanted to emulate their favourite stars, so seeing a celebrity use a product made it more desirable. This form of marketing was straightforward and effective, but it came with limitations – primarily the cost. Big-name endorsements could be prohibitively expensive, making them accessible only to major brands with deep pockets.
📸 The Rise of Social Media: A New Breed of Influencers
As social media began to take off in the mid-2000s, a new kind of influencer emerged. No longer was influence confined to those with Hollywood fame; it was now accessible to anyone who could build an online following. Platforms like YouTube, Instagram, and later TikTok allowed individuals to showcase their expertise, hobbies, and lifestyles to a global audience. These platforms democratised influence, giving rise to a new breed of digital celebrities.
In the early days of social media, influencers were often bloggers or vloggers with a deep passion for a particular niche, whether it was beauty, fashion, travel, or fitness. Their authenticity and relatability set them apart from traditional celebrities, and their followers trusted their recommendations because they seemed like "one of us." Brands quickly recognised the potential of these digital creators and began partnering with them to reach more targeted audiences.
🤏 Micro-Influencers: The Power of the Niche
As influencer marketing matured, brands started to see the value in working with influencers who had smaller but highly engaged followings. Enter the micro-influencer: someone with a following typically ranging from 1,000 to 100,000. Micro-influencers often specialise in a specific niche, whether it’s vegan cooking, sustainable fashion, or DIY home decor.
Why have micro-influencers become so valuable? The answer lies in engagement and trust. Micro-influencers tend to have a closer relationship with their followers. Their content feels more personal, and their recommendations are often seen as more genuine. According to a study by Markerly [1], micro-influencers with fewer than 10,000 followers have a higher engagement rate (around 4%) compared to those with larger followings (around 1.7%) . This higher engagement translates to better ROI for brands, as followers are more likely to take action on a micro-influencer's recommendation.
Moreover, micro-influencers are often more affordable than their macro counterparts, making influencer marketing accessible to smaller brands and businesses. For companies looking to tap into specific communities or niches, micro-influencers offer a cost-effective way to reach the right audience.
🌎 Macro-Influencers and the Changing Landscapes
While micro-influencers have gained popularity, macro-influencers – those with 100,000 to 1 million followers – still play a significant role in influencer marketing. Macro-influencers offer brands the ability to reach a broader audience, and they often have the production quality and professionalism that comes with years of experience. However, the dynamics have shifted. Brands are increasingly blending strategies, using a mix of macro and micro-influencers to achieve their goals.
In some cases, macro-influencers are evolving into brands themselves. Take the example of Huda Kattan, who started as a beauty blogger and has since built a cosmetics empire, Huda Beauty, with a global following. These influencer-turned-entrepreneurs represent a new frontier in the industry, where the line between influencer and brand becomes increasingly blurred.
Invyted creators, sharing their honest opinions of the offers on our app to their audience
💭 The Future? Authenticity and niche win every time
Here’s the deal: consumers can sniff out inauthenticity a mile away. That’s why the future of influencer marketing is all about niche communities and influencers who are in it for the real connection, not just the paycheck. Whether it’s sustainable fashion or gluten-free baking, the smaller, niche influencers have our hearts – and that’s where brands will find their next wave of loyal followers.
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[1]: Markerly. (2016). [Engagement and follower stats for Instagram influencers](https://markerly.com/blog/engagement-and-follower-stats-for-instagram-influencers/).
