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Margaret Nam is a featured contributor to Influencer Marketing: Where the Tactic is Headed and Trends to Support It report.

Here's the complete contribution:

The world of influencer marketing constantly evolves as audiences continue to adapt and migrate to the digital world. No one waits around to watch the 6pm news anymore, and people continue to be skeptical of traditional and digital advertising. There’s always a new app or social platform emerging offering new opportunities for influencers to gain followers and boost their profiles. The categories of influencers continue to expand as well. Believe it or not, I actually had to work with a manager to hire an influential dog for a photoshoot, so needless to say, nothing surprises me anymore.


In the next 3 to 5 years, I expect to see macro-influencers (those with millions of followers), who have essentially achieved celebrity status, to be leveraged on every type of advertisement (TV, radio, billboards, etc.). As the popularity and rates of macro -influencers continue to rise, I see brands shifting toward working primarily with micro-influencers (those with followings in the hundreds or thousands) who are hyper targeted toward their audiences. Brands don't want to spend thousands of dollars on travel, food, and room & board for a macro-influencer when they can leverage local micro-influencers to promote their event, product, and/or services.

Brands used to work solely with macro-influencers, but as their popularity increases, so do their rates. Not to mention, a lot of macro-influencers are starting their own businesses now, such as Chiara Ferragni with her line of shoes, Arielle Charnas with her Nordstrom clothing line, and Sincerely Jules with her line of graphic tees, just to name a few. This provides a lot of opportunities for lower priced micro-influencers, who may not have the same reach but are laser targeted in terms of audience interest, geography, or channel.

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