The influencer marketing sphere is getting a serious shake-up. The days of the "middle-class" content creator are dwindling, as marketers set their sights on the A-list crowd. Yep, you heard that right — celebrities and big-name influencers are stealing the spotlight (and the deals), leaving smaller creators in the dust.
A recent survey by influencer marketing powerhouse Linqia spilled the tea: if you've got fewer than 500,000 followers, your chances of scoring a marketing deal are dwindling fast. Meanwhile, the mega influencers and celebs with millions of adoring fans are raking it in — their opportunities are skyrocketing, and their bank accounts are probably pretty happy about it too.
So, what's behind this shift? Are marketers just blinded by the bright lights of fame, or is there something more at play? One thing's for sure: the influencer marketing game is changing, and creators need to adapt if they want to stay in the running.
Influencer shift
Just when you thought you had the influencer marketing game figured out, the rules change. A few years ago, micro influencers were the darlings of the industry. These creators, with their smaller but highly engaged audiences, were the go-to choice for marketers looking for authenticity and affordability. They were the "girl-next-door" types, relatable and down-to-earth, with a sponsored post price tag to match — think a few hundred bucks, not thousands.
But, as the saying goes, "what's old is new again." The pendulum has swung back in favor of the A-list crowd. Celebrities and mega influencers are back in the spotlight, and marketers are clamoring for their attention. According to a recent survey by Linqia, 40% of marketers are planning to work with celebrities in 2024, up from 30% in 2023. Meanwhile, interest in micro influencers has taken a hit, dropping from 74% to 62%.
Personal stories and industry insights
For micro influencers like Bethany Everett-Ratcliffe, the shift has been felt deeply. "I've been getting fewer paid partnerships than in previous years, and I've noticed that more brands are going through agencies rather than reaching out directly," she told Business Insider. It's a tough pill to swallow, especially when you've built a loyal following and have been delivering results for brands.
So, what's behind the shift?
It turns out, there are a few factors at play:
- Rising costs: Micro influencers are getting pricier. What was once a cost-effective strategy is now less appealing to marketers. "Micro-influencer rates have been rising, and it's no longer a simple calculation," explained Keith Bendes, the vice president of strategy at Linqia.
- Oversaturation: Social media platforms are flooded with content, making it harder for smaller creators to stand out. Brands are finding that hiring creators with larger, established audiences helps them cut through the noise.
- Resource intensive: Working with multiple micro influencers can be a logistical nightmare, especially when brands need to vet each creator and approve content.
But don't count out the little guys just yet
While the trend may be favoring big names, there are still plenty of opportunities for smaller creators. User-generated content, affiliate links, and performance-based marketing tactics continue to benefit creators with smaller audiences. And let's not forget, the pool of money for sponsored-content deals is still growing — it's expected to hit about $8 billion in the US this year, according to Emarketer.
The big-swing bets
Macro and mega influencers may be the current darlings of the industry, but they're not the only game in town. "Macro and mega influencers are some of the big-swing bets that brands have been more willing to take, to invest in, and they're paying off in big ways," said James Nord, the founder and CEO of the influencer-marketing firm Fohr.
Celebrity endorsements are also making a comeback. Successful campaigns like Sabrina Carpenter's partnership with Blank Street and Michael Cera's CeraVe Super Bowl ad have shown that these collaborations can be both natural and effective.
Sabrina Carpenter's partnership with Blank Street
Michael Cera's CeraVe Super Bowl ad
"These celebrity partnerships were successful because they felt natural, were clever, and aligned with the celebrities' brands, making them feel authentic versus simply a commercial move," observed Olivia McNaughten, a senior director at the influencer-marketing platform Grin.
Not a universal trend
Not everyone is jumping on the superstar bandwagon. Jonathan Chanti, the chief growth officer and talent president at Viral Nation, noted, "We've seen a recent trend where brands have begun to shift their budgets away from mega influencers — those boasting over 5 million followers — toward midtier creators, who typically have up to 500,000 followers."
Conclusion
The influencer marketing space is dynamic, and trends can shift rapidly. While the current trend favors big names and mega influencers, the door remains open for smaller creators. By staying adaptable and exploring new opportunities, micro and nano influencers can still find success in this constantly changing industry.
