The risk of appearing ‘fake’ and dishonest increases when followers see influencers promoting a large number of products every month. Social media personalities are being called out for the unrealistic amount of products they claim to use, as they appear to prioritise financial gain over authentic endorsements, which reflects poorly on the brands being sponsored. Influencers need to be highly selective about the partnerships they make to build trust and credibility.
Brands are turning to micro influencers in their marketing strategy, with 16-34 years olds are most likely to have become a brand ambassador in the last 12 months. Social media personalities with smaller followers are more enjoyable to watch, due to their relatability and stronger connection with their audience. Having a smaller follower base allows more time for meaningful interactions, such as responding to questions and comments, which can be useful for brands to tap into.
However, older generations are an underutilised demographic, whose diverse life experiences can help tap into new audiences, particularly the overlooked spending power of older age groups. There is opportunity here and brands should position older generations as role models, rather than influencers in ambassador programmes, to highlight the real influence they can have in the community.
Micro influencers are on the rise and can be a valuable asset for brands, with their relatability building, more meaningful connections and authentic interactions.
Nikita Shergill, Technology and Media Analyst
This Report looks at the content created for social media, with particular focus on figures with followings outside their own social circle.
These can be separated in to two categories:
Social media personalities are people primarily known/famous for their social media content, such as YouTubers and Instagram stars.
Traditional celebrities are primarily famous for their activities outside of their social media presence, such as athletes, actors and reality TV stars.
Those whose social media accounts can be used to influence consumers’ purchasing decisions, eg via sponsored posts and endorsements can also be referred to as Influencers, and content creators.
Social media is defined as any platform focused on facilitating users to upload/share content and interact with other people.
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