How influential are influencers right now?
Micro-influencers have fared a bit better.
Some brands had already started moving away from macro-influencers and toward more specialized and knowledgeable micro-influencers before COVID-19. And many more have done the same in recent months. The Sourcing Journal reports that 40% of brand partnerships have been with micro-influencers during the pandemic while just 1-3% have been with macro-influencers.