In the fast paced digital world we live in, consumers are able to connect and interact with brands through many different channels that are constantly changing. However one trend that has remained throughout the evolution of marketing and that is Influencer marketing. What was once a strategy implemented with global superstars like Cristiano Ronaldo and Taylor Swift has evolved into a strategy that uses content creators who come across as more relatable to the everyday man or women. What exactly caused this shift? And how effective has it become?
By Kieren Lewis
Leaving A-List behind?
How Micro-Influencers have taken over influencer marketing
Influencer marketing was traditionally made popular through global superstars with millions of followers bringing the eyes and pockets of their fanbases to a brand. However as reported in (Modern Leaders 2024) “reach alone doesn’t translate to engagement”. This is a problem celebrities with large following’s face as they are often seen as unreachable and not authentic.
In (Modern Leaders 2024) article they report that studies show micro influencers usually generate 5-9% engagement compared to mega stars with just 2%. While A-List celebrities may increase a brand’s awareness initially, they’re recommendation usually won’t hold the same weight as that off a micro-Influencer who’s able to present real interactions at a targeted audience.
How to Perfect Targeted Influencer marketing
Brand’s like Gym shark have become renowned for their influencer partnerships with Athletes in the content creation space. Gym Shark was able to grow their community to over 18 million followers across all socials. Unlike Gym Shark’s competition who predominantly get superstars like Nike with Cristiano Ronaldo and Lebron James or Adidas with Lionel Messi and Patrick Mahomes, Gym shark has signed fitness influencers who can wear Gym Shark apparel in their videos while also appearing in Gym Sharks own personal content to gather engagement from these Influencers audience whom most likely workout or plan too in the future. Being signed as a “Gym Shark Athlete” can be seen as something attainable and to wear their products is to be apart of the Gym Shark community.
Takeaways and Conclusions
Influencer Marketing is evolving rapidly and as it does the focus seems to be shifting towards authenticity and relatability over pure impressions and followers. Those influencers who connect with their audiences and build a community will be more sustainable long term and that will lead to an increase in brand awareness as well as consumer loyalty and trust. These micro influencers, blog influencers and social media influencers who all bring a loyal audience with them are the future of Influencer marketing.
Sources and References
Patel, M. (2024). Are micro influencers better than mega-influencer? | Modern Leaders. Available at: https://medium.com/modern-leaders/micro-influencers-vs-mega-stars-whispers-or-roars-608c3ac8a5da
HOM Team (2021). How Gymshark Grew a £100M Business in 7 years with Influencers! [online] House of Marketers. Available at: https://www.houseofmarketers.com/how-gymshark-grew-a-100m-business-in-7-years-with-influencers/
How Gymshark Grew a £100M Business in 7 years with InfluencersHouse of Marketers. Available at: https://www.houseofmarketers.com/how-gymshark-grew-a-100m-business-in-7-years-with-influencers/.
Patel 2024 Are micro influencers better than mega-influencer? Modern Leaders Medium. Available at: https://medium.com/modern-leaders/micro-influencers-vs-mega-stars-whispers-or-roars-608c3ac8a5da.
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