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.
Once again, it’s a question of trust.
What once passed as escapist content can feel painfully out of touch in a time of such widespread uncertainty. It only makes sense that as brand trust must be increasingly earned with action, influencer trust must be as well. Brands need credible, knowledgeable voices speaking up for them. Call us biased, but it seems clear that proven experience and expertise continue to be the currency of trust.