Micro & Nano-Influencers Taking The Center Stage
Marketing your service and product in the right demographic with the right set of targeted customers is the key component for any agency and business to increase their product and brand awareness. Obviously, whenever any agency and business want to roll out their new service or a product, they want to target a niche audience first, get the required feedback from them, and then accordingly change their marketing campaign to target a large demographic and audience.
This is where the role of micro and nano influencers comes into the picture. These specific types of influencers have a very niche audience, and often their audience is genuine and trustworthy enough for agencies and businesses to test their services or products. In the upcoming year, micro and nano influencers will become an indispensable asset for the brands. Their trustworthy audience, relatable content often drives large engagement for agencies and businesses as when compared with mega influencers.
Let's gather our understand and know why in [2025] brands will prioritize micro and nano influencers:
Highly Niche Audiences: As stated, these influencer have very niche audience which can help agencies and business to target a specific consumer group from a particular demographic circle.
Higher ROI: Micro and Nano-influencers often deliver cost-effective results to agencies and businesses with better audience trust.
Shoppable Live Streaming & Social Commerce
With more than 5.22 billion people worldwide using different social media platforms, shoppable live streaming and social commerce are set to become the powerhouse and revolutionize the influencer marketing trend in 2025. This trend blurs the lines between content and commerce, and blends entertainment with e-commerce enabling influencers to seamlessly integrate product promotions into real-time. Many social media platforms like Instagram, TikTok, Youtube are updating their live streaming features, to make it easy for influencers to showcase services or products in real-time, and enabling their audiences to engage with influencers, ask questions, and make purchases directly from the live stream, creating a dynamic and immersive shopping experience for them.
In [2025], live streaming of shopping and fashion events is predicted to become a major revenue driver for the agencies and businesses. According to the reports, 73% of the consumers worldwide are more likely to purchase the service or product after watching a live streaming event, and out of those 73%, 47% are more likely to make an impulse purchase during the ongoing live stream event. In the US, live commerce sales are projected to grow by 36% by 2026, and a report by KPMG, social e-commerce in India is projected to grow with an astonishing rate of 31% CAGR and reach $37 billion by the end of 2025.
An interesting example of this trend is the brand Telfar - a New York based fashion brand that became the standout case who benefitted largely after leveraging the live streaming of it;s products.
Scenario:Telfar, famous for its "Fashion Shopping Bags" (dubbed the "Bushwick Birkin"), faced challenges with bots and scalpers buying up the majority of their inventory, leaving it's genuine customers unable to purchase their products. To solve this, Telfar started introducing it's products on the TV platform.
Effect of Live Streaming: Telfar used live streaming of it's products to create a more inclusive and engaging shopping experience among its customers. Telfar customers watched live streams on the TV, catching exclusive product drops and QR codes that allowed Telfar customers to pre order their shopping bags in the color and size of their choice.
Outcomes of Live Streaming:
1. Community Engagement: The live stream made the shopping experience personalized, interactive, and fun fostering a stronger connection between the brand and its loyal customers.
2. Boost in Sales: By addressing the scalping problem and providing a fair purchasing process for everyone, Telfar’s sales surged while enhancing customer satisfaction.
3. Brand Loyalty: The transparency and exclusivity of the live events strengthened customer trust and loyalty among the brand
Ready to take your agency and business to the next level? Talk with our experts today and discover the power of influencer partnerships for your agency or business!
Trust Authenticity, Credibility And Transparency
In an interconnected world driven by information and relationships, trust, authenticity, credibility, and transparency, consumers are demanding genuine partnerships between agencies, businesses and influencers. Therefore it is essential for the agencies and businesses to hire the right set of influencers, who can authentically advocate their services and products, and recommend them to their audience.
Influencers and businesses need to trust one another in order to build a lasting, business relationship. Authenticity also ensures that agencies and businesses act according to the values they want the public to perceive; Consistency is what bequeaths credibility; as one maintains integrity and delivers results—then automatically the belief his or her word (or action). It reinforces accountability, making transparency essential to the promotion of openness and honesty.
As these principles cooperate, they lead to a positive feedback loop. By working together to share this information, businesses and influencers can connect on a more human level fostering stronger alliances based on mutual respect.
Long Term Influencer Partnerships
While many different influencers can yield different results for agencies and businesses, building a long-lasting partnership with some influencers can actually benefit more and will lead to a broader brand advocacy with more sustainable engagement in 2025. With long-term partnerships with the influencers, agencies, and businesses can cultivate deeper trust and familiarity with their followers, making the influencers' endorsements more genuine. This strategy also benefits influencers, allowing them to enhance their portfolios, showcase long-term partnerships with brands, and allowing them to collaborate with bigger agencies and businesses in the future.
The growing popularity of the metaverse and virtual reality (VR) influencers will change how influencer marketing works in 2025. VR influencers provide engaging experiences that connect the virtual and real worlds. As platforms like Decentraland, Roblox, and Meta Horizons become more popular, VR influencers are using these platforms to create special, interactive content that attracts their audiences.
These digital characters, like Kyra and Naina, made using AI and CGI and often shown as avatars, are changing how businesses work with influencers, organize virtual events, and boost online shopping in ways that regular influencers can't. By combining creativity with advanced technology, these digital figures are building stronger connections with audiences and offering new ways to tell stories. AI-powered influencers are also easier for brands to manage, which reduces mistakes and the risk of unexpected issues compared to traditional influencers. This trend is expected to grow even more in the future.
Final Conclusion
As we move forward, in the upcoming years, trends in influencer marketing are clearly on the edge of big changes. Trends like AI-driven personalization, the role of micro and nano influencers, live streaming of events, trust, authenticity and credibility, long-term partnerships with influencers, and the rise of VR influencers—all these trends are reshaping the way agencies and businesses can connect with the people. Moreover, these trends are not only about the technology; they are about meeting and targeting new consumers, growing expectations, and the authenticity and credibility of their brand among the consumers in a more meaningful way.
So, which of these trends will really take off? Will agencies and businesses lean more towards AI to deliver highly personalized campaigns to their consumers, or will the VR influencers become the driving force? Think about which of these trends will best fit your agency and business. Now’s the perfect time to explore these trends and decide how they can help your agency and business to stay relevant and competitive, connect with people, and lead the way in influencer marketing’s next exciting chapter.
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Arham Jain
18/06/2024
7 min
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