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22 September 2016

Social Media Week 2016: The micro-influencer bubble

Written by: Marta Guasch, Account Manager at Edelman

Consumer Trends & Insight, Innovation, Media

They are storytellers. They’re entertainers. They’re the ones we would listen to and be influenced by. And they’ve got the power.

In a world where consumer behaviours are sharper and more demanding than ever, brands are no longer what they say they are, but what customers say they are. And with this, the way consumers discover and consume products has also experienced a shift. At this year’s London Social Media Week, we learnt that social and technology have brought the necessary tools to help people become the new channels to stay connected with brands. And micro-influencers are the best example of this new era in audience engagement.

Bloggers, vloggers, YouTubers, Instagrammers, Snapchatters, you name it! They’re all digital storytellers with a sense of passion that produce content that resonates with the audience that follows them. They’re just like you, and that’s why you like them.

In an era where everyone wants to be influenced (and wants to become an influencer!), brands have now seen the opportunity to invest in this new channel called people, using it as a marketing platform to tell their story. But will this change the way brands work with influencers forever?

The reality is that although the micro-influencer bubble is already a thing, its future is still unclear. Until then, marketers will continue to invest in macro-influencers (or typical celebrities!), collaborating with brands to help dominate the online and offline world by generating social debate and who knows, maybe help establish yourself as a micro-influencer!

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