The new era of influencers
Helloooo again ???
Influencers... controversial, right? Like any good marketer, I follow many influencers in different fields, both for professional and personal use. The truth is that in recent years influencers have become crucial to the marketing strategies of major brands. They have become one of the most important purchasing decision factors for consumers: the reviews of big influencers.?
But in 2024 we’re experiencing a change. ???
Social media influencers are no longer what they used to be.
Gone are the days when brands could simply throw money at a mega-influencer and watch the followers roll in. The business of “influencers” has grown, now “anyone is an influencer” and they have become discredited in the eyes of consumers. “Oh, he was paid to say that!”, who hasn’t said that? ??
Today’s consumers are a little more sceptical and are looking for authenticity rather than numbers of followers.
This is where the unseen heroes of marketing come in: the micro-influencer and the ordinary person who is just like all of us.?
In 2024, trust is king, and it’s no longer the ? shiny, carefully selected feeds of influencers with millions of followers ? that carry the most influence. It’s the ?? authentic, messy, real content ?? from users that is creating genuine connections with audiences – and that’s where brands need to focus their attention!?
?? Why the everyday user matters??
Consumers are tired of “aspirational” content. They don’t want to see perfect lives they can’t relate to - they want to see people just like them. People crave relatable stories, not an endless loop of sponsored posts. ???
Recent studies show that 61% of Gen Z prefer content generated by regular users over polished, professional posts. People trust recommendations from their peers more than from paid influencers, and it’s these everyday users who are now shaping purchasing decisions in a much more organic way. ?
?? The power of micro and nano-influencers?
But it’s not just about users being more credible, it’s also about scale. Nano and micro-influencers (those with between 1,000 and 100,000 followers) are gaining strength because their audiences are more engaged. According to studies, micro-influencers have engagement rates as high as 8%, compared to the 1.6% engagement of mega-influencers. ???
These smaller accounts come with a built-in level of trust and authenticity that larger accounts often lack. Their followers believe in what they say, because they’ve watched their journeys in real-time. They’re not celebrities, they’re your next-door neighbour, and that’s a big deal in a world where credibility can make or break a brand.?
?? The secret sauce: user-generated content?
What makes this movement even more exciting is the explosion of user-generated content (UGC). This content, created by ordinary users, can be repurposed by brands to create marketing campaigns that feels genuine. And the best part? It’s free (or almost)! ?
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TikTok, Instagram and YouTube are full of examples of UGC driving viral trends. People love to share their experiences – whether it’s a quick unboxing, a how-to video or a simple review. These posts are the new gold mine for brands that want to create a buzz without spending too much. ?
?? A success story ?
One example I love of a small-medium business using UGC is Glossier, a beauty brand known for its customer-centred approach. ?
Glossier actively encourages its customers to share their experience with the products on social, for example through hashtags. This strategy has helped the brand build a loyal community, in which normal customers become brand ambassadors by sharing authentic content with Glossier products. By republishing this content, Glossier has created an image of trust and accessibility. ?
? If you want your brand to survive in 2024, you’ll have to abandon the old influencer model.
?? By shifting your focus to everyday users and their stories, you not only build trust, but also create lasting and meaningful connections with your audience. ?
?? At Unpxl, we embrace the ?? messy, real and wonderfully human side of marketing ??, which we love, and help brands surf these trends by connecting them with right influencers and creating strategies around user-generated content.?
Remember, authenticity is the new cool and your brand doesn’t need a million followers to be a star! See you soon! ???
Diana Almeida
Marketeer & Copywriter at Unpxl.Agency
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