Module 2: Amplifying Authentic Engagement Through Storytelling and Influence Marketing Unit 2: Micro-Influencer Outreach
INFLUENCER MARKETING TRENDS
Mega-Influencers
Key Opinion Leaders
Mid-tier Influencers
Reviewers & Critics
Scope
Nano-Influencers
Influencers in the context of this session are content creators with established credibility, expertise, and a loyal following on social media platforms willing to collaborate with brands. This dialog focuses primarily on the role of micro-influencers in expanding brand awareness and interest at the top/middle of the funnel.
Employee Ambassadors
Macro-Influencers
Engagement
Lead Nurturing
Social Commerce
Influencer Marketing Global Market Size
Trends
$25.0
$21.1
Influencer marketing has become one of the highest spending priorities for marketers. It’s now estimated as a $21B global market (sproutsocial, 2023), According to Impact.com, 63% of brands are increasing their influencer budgets for 2024. This market continues to grow as brands let go of the marketing reigns to influences
$20.0
$16.4
$13.8
$15.0
$9.7
$10.0
$6.5
$4.6
$5.0
$3.0
$1.7
$-
2016 2017 2018 2019 2020 2021 2022 2023
Known for their dedicated, engaged audiences, micro-influencers are characterized as being trustworthy and authentic. Their influence stems from personal connections, niche expertise, and relatability rather than sheer follower count. They can be highly effective for targeted marketing campaigns due to their ability to engage deeply with their audience. We focus on the top-/middle funnel to distinguish the role of influencers in helping brands sell their products or services. The latter will be covered in Module 4 (Providing Value for Social Commerce).
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