INFLUENCER MARKETING PLATFORM MARKET ANALYSIS

Market Concentration and Competitive Landscape

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Rise of nano and micro influencers

While celebrity influencers with millions of followers continue to be popular, marketers are realizing that nano and micro influencers with smaller followings of few thousand to few lakhs are often more effective engagement drivers. With smaller follower counts, these influencers appear more authentic, relatable and trusted to their audiences. Their followers perceive them more as everyday people with genuine opinions rather than paid promotional tools of big brands. As a result, content put out by nano and micro influencers receives higher levels of engagement and conversions for promoted products compared to posts by celebrity influencers. Moreover, partnering with a large number of nano and micro influencers spread across different target demographics allows marketers to build a more personalized and contextualized campaign. This has boosted the rising popularity of influencer marketing platforms that help connect brands efficiently with the long tail of influencers across various customer segments. Going forward, the nano and micro influencer segment is expected to play a bigger role in the influencer economy.