Influencer marketing isn't dead — it's evolving
Watch a few "deinfluencing" videos, and you might be tempted to think that influencer marketing is over. And in one sense, you'd be right.
The influencer marketing of five years ago, when major celebrities earned millions of dollars for a single post, is past its best. PewDiePie has pretty much retired. Kim Kardashian will probably never break the internet again.
But influencers still exist. They've just evolved. Influencer marketing in 2024 is local, authentic, targeted, and more effective than ever.
Let's explore how a new generation of influencers is making genuine connections and scoring engagement rates that can benefit your business.
Influencer marketing is still powerful
First, let's bust a myth: Influencer marketing isn't a marketing trend, a fad, or a flash in the pan. It's been around since at least 1760 (or even earlier, depending on who you ask). Celebrity endorsements have helped to sell everything from tea sets to sneakers since that time.
Then, at the turn of the millennium, blogging and social media took over the internet. Anyone could build an audience if they knew how to make the algorithms work for them. And once you had an audience that followed, admired, and trusted you, you had the power to influence them.
While different celebrities and social networks rise and fall, influencer marketing itself has been surprisingly robust.
"There's a media narrative we hear every few years like clockwork," noted tech journalist Taylor Lorenz during a marketing webinar hosted by Sprout Social. "But over the past few years, [influencer marketing has] just continued to grow."
These days, 49% of consumers make a purchase inspired by an influencer every month. That rate is even higher on some social networks: 81% of TikTok users who made a back-to-school purchase this year said the platform influenced them.
With figures like that, it sounds like every brand should use influencer marketing. But some marketers and small business owners are still hanging back — because they're not sure how it works, whether it fits their budget, or where to start.
Choosing the right type of influencer is vital to your success
The answer to all those worries is choosing the right influencer.
You don't have to choose someone at random; you can find social media influencers who match your target audience and get real results. You don't have to spend millions on a post; you can choose small, budget-friendly creators.
There are different types of influencers depending on what kind of business you have and what your goals are. For example, macro influencers are more likely to work on global campaigns, while a nano influencer would be a better pick for a campaign related to a niche hobby.
Start by thinking about what you want the influencer to achieve. If you want to create buzz, you'll need an influencer who drives engagement and chatter online. If you're focused on sales, then you need a creator who can motivate her audience to make a purchase.
Next, think about the influencer's style. Are their posts glossy or everyday? Do they have a polished image, or are they a busy working parent? Sometimes a less "professional" style can mean a more authentic relationship with their followers. In fact, the stars you probably picture when you hear the word "influencer" have less power over their audiences than before.
Celebrity and mega influencers don’t hold the same power they used to
In the early days of social media, there were more celebrity-tier influencers: people who had millions of followers all over the world and could genuinely influence them toward specific businesses or products.
There are a couple of reasons why that has changed.
First, as algorithms have gotten more sophisticated, the internet has slowly begun to fracture into smaller communities. Instead of visiting a Facebook page that millions of other people follow, you scroll through a tailor-made feed that shows creators and content hand-picked for your individual interests.
Second, both consumers and celebrities have become more jaded. We're living in an era where household names like Chappell Roan actively call for more separation between them and their fans. Their audiences are too big to ever keep up with comments, responses, and direct messages.
At the same time, people are more skeptical of full-time influencers who endorse product after product, day in and day out. (That's especially true for Gen Z, who have grown up surrounded by social media marketing efforts.)
The result is that both creators and consumers are craving something different. We're all looking for smaller, more personal, and more authentic communities online. Enter micro-influencers, nano-influencers, and local creators: people who have time to build real relationships with their small but active audiences.
Modern audiences crave authenticity
Authenticity has become the secret ingredient of every effective influencer marketing strategy. In fact, it's become important to digital marketing, period.
Consumers want brands to be transparent, consistent, and purposeful. And that's not just a nice idea: Over 70% of consumers spend more with brands that they perceive as authentic. They're more likely to engage and spend with a brand that seems genuine.
It's hard to say which came first, the demand for authenticity or the move away from major Instagram influencers. But it's now clear that the most effective influencer content comes from smaller creators.
When big creators churn out multiple influencer marketing campaigns, their followers start to notice. Whether it takes the form of too many podcast ads or too much product placement on TikTok, the effect is the same: People stop listening to influencers who feel like brands rather than friends.
Once again, that doesn't mean the end of influencer marketing. It means the end of inauthenticity. Local creators, user-generated content, and community-based marketing strategies have more impact than ever.
Micro influencers are currently in the spotlight
The shift to authenticity and smaller creators is backed up by cold, hard numbers. A study from Bocconi University found that influencers with fewer than 10,000 followers returned $1,000 for every $50 that brands spent on them. Macro influencers had a much smaller rate of return.
The smaller the influencer, the more effective they can be. Micro-influencers, who have between 10,000 and 50,000 followers, have three key advantages for small businesses that want to get ahead.
First, as we've seen, they satisfy consumers' appetites for authenticity. Creators with this size audience are still relatable and approachable.
They're also likely to be working in a niche, whether that's a defined geographic area, demographic, hobby, or industry. While their audience is relatively small, it has engagement rates that bigger influencers can only dream of.
Lastly — and best of all for brands — they're more affordable to work with. You can achieve stellar campaign results without blowing your entire marketing budget for the year.
That's how brands like OLIPOP went from showing at local markets to being nationally known: by working with micro-influencers to build brand awareness in targeted areas.
The power of local influencers
Local influencers are a specific type of influencer. Their audience is localized in a town or city where they know a lot of people and go everywhere. They might not even think of themselves as an influencer; they just enjoy sharing their adventures and recommendations with others.
Local creators can make a colossal difference in brand awareness. They have their finger on the pulse of what's happening locally, and they're a trusted source for others.
For example, Delola wanted to expand their reach in the Midwest by leveraging local influencer marketing partnerships to gain retail velocity. By driving customers to local stores, they could specifically track products moving off the shelves.
With the help of Hummingbirds and local influencers promoting products to friends, Delola moved products in cities from Omaha to Louisville.
Learn why local creators are the future of influencer marketing
Influencer marketing has been around for hundreds of years. But its latest incarnation might just be the most effective yet.
Local creators have unprecedented bonds with their followers. They're trusted, genuine, and eager to work with brands that care about their customers.
If you're trying to break into a new market or grow your audience in a struggling area, local influencers can help you crack the code.
Get started with the free local marketing guide from Hummingbirds or book a call with our team to see if our platform could work for you.