A campaign for a product that is of direct interest to micro-influencers with 25,000 followers will prove to be much more profitable than randomly assigning a product to someone with 200,000 followers with no real connection to it.Įssentially, it is becoming increasingly impossible to fake in-depth knowledge or endorsement of a product.

Brands should be looking for micro-influencers that share their beliefs and that have products that will align with their audience instead of just seeking out the ones with the biggest followings. Their interests are more niche and much more accessible than celebrities or major influencers.Īs such, it is essential that a brand’s values align with that of a micro-influencer. Micro-influencers have huge followers of people who really believe in their brand.

This is where micro-influencers can step in. There is a demand for authenticity and for a belief that a person selling you a product is, first and foremost, upfront about the fact they are selling it and, secondly, providing a genuine endorsement of a product they use themselves. We have more access than ever before to the lives of celebrities and athletes, and we can clearly see our favourite NFL player is not wearing that watch he promised he never took off in the adverts. The idea that a celebrity is using the same products as your everyday person no longer sells. More than generations that come before it, it understands how the world of advertising works, and it is demanding change. Gen Z is a demographic that has grown up in and around digital marketing and the internet.

Having a big-name celebrity attached to your brand used to be a sure-fire of gaining attention, but as Gen Z emerges as a major commercial force, this is quickly losing power. ‘Fake it till you make it’ is a popular phrase in the modern self-improvement culture, but one area this definitely no longer applies is marketing.įor years, brands have thrown advertising money into the furnace of celebrity endorsements.

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