Influencer marketing is at a crossroads.
Studies suggest that social media users are increasingly prioritizing authenticity over algorithm-driven content. In fact, a 2023 survey revealed that 86% of respondents—Gen Z to baby boomers—are more influenced by user-generated content (UGC) created by actual product users than traditional influencer campaigns.
That shift in the landscape has created a space where macro-influencers—those with over 100,000 followers—no longer fit as seamlessly. But it’s also opened opportunities for the rise of UGC and micro-influencers. With smaller but more engaged audiences, micro-influencers (10,000 to 100,000 followers) deliver content that feels more like genuine recommendations rather than overt sales pitches.
And, while their follower count may be smaller, micro-influencers often cultivate trust and connection with their audiences in a way that macro-influencers can’t always replicate (and for a smaller fee).
To preserve your brand’s credibility, avoiding consumer skepticism and sales fatigue is critical. So, how could a shift in spokespeople change the game? Consider this:
They’re a great way to reach more localized communities.
While micro-influencers have smaller followings, they’re generally more apt to engage with them. A recent study found that, on Instagram, micro-influencers have an engagement rate that’s 101 percent higher than their macro-influencer counterparts.
Their smaller accounts also mean they’re more likely to be involved in niche interests—everything from hyper-local restaurant recommendations to DIY accounts—so they’re also more likely to attract like-minded audiences eager to engage.
They’re seen as more trustworthy.
Research highlights a growing skepticism among younger generations toward the hyper-polished content of macro-influencers. Viewers are increasingly gravitating towards influencers they perceive as genuine—in fact, a Stackla report found that 86% of respondents value authenticity most of all, with that number climbing to 90% when accounting just for millennials.
Waning trust in macro-influencers was amplified during the recent 2024 presidential election, when several large-platform creators alleged that political parties were offering millions of dollars in exchange for endorsements—something that The New York Times revealed also happened in 2022. The ethical concerns these allegations raise can undermine trust in everything macro-influencers recommend.
Their authenticity is appealing.
Data indicates that micro-influencers are adept at creating personalized content that aligns with their followers’ interests, strengthening their recommendations’ relevance—and effectiveness. And, with users seeking out content that isn’t necessarily produced by career influencers (and instead by those with a more genuine approach), it can increase your brand’s standing in the eyes of those who value relatability.
That’s not to say macro-influencers aren’t important to campaigns, especially for tasks that require more highly-produced content. If you’re looking for that, these influencers are likely to deliver—and it’s important to remember that 69% of consumers will take the word of friends, family or influencers over direct messaging from a brand. That same survey found that nearly 30% of respondents look to aspirational personalities (like macro-influencers) for recommendations.
But the rise of micro-influencers reflects a broader shift in how brands connect with audiences. As consumers prioritize authenticity and relatability, micro-influencers are emerging as trusted voices offering a level of consumer trust that larger influencers may struggle to replicate. While macro-influencers remain valuable for certain campaigns, increasing audience skepticism towards overly-polished endorsements has elevated the appeal of micro-influencers—and provided brands with a new opportunity to build consumer trust and credibility.
If your brand is interested in influencer marketing, we can help. Reach out to our Vice President of Public Relations and Public Affairs Trish Nugent at pnugent@mower.com to learn more.