Is it possible that the celeb-endorsed marketing trend has had its day? Surely not, but there is evidence to suggest that smaller followings have greater credibility in the world of influencer marketing. Users are simply more keen to interact with someone they can relate to more closely, rather than a celebrity. It's time to ramp up your employee advocacy programme and get your very own everyday people speaking for your brand.
Just because an influencer has hundreds of thousands, or millions, of followers doesn’t mean that the specific campaign will be more effective than if a marketer or brand works with an influencer with fewer followers. ‘The Game’ isn’t just getting eyeballs; but getting eyeballs that care!