The celebrity influencer, with millions of fans in tow, is dead. Such macro-influencers are costly and their multiple endorsements blur a connection with your brand. If you’re fortunate to have budget in this economy, better to tap local micro-influencers with a few thousand followers. Their fans are more dedicated than the celeb influencer’s millions, right? In truth, the jury remains out on which influencer works best.
What’s not in doubt is that Americans’ mostly-homebound status has increased time online. Social media use is up 61 percent, Kantar data shows.
With that rise, influencers are in vogue. 35 percent of US consumers made an unplanned purchase based on social viewing, a Valassis study says. In addition, 21 percent made an influencer-motivated purchase for the first time since the pandemic began.
And 36 percent who follow influencers said they’re looking to more diverse influencers as a result of protests against racial injustice.
Many of these factors led Tillamook County Creamery Association to tap mega-influencer, actor, producer, director, philanthropist and activist Eva Longoria for its “All for Farmers” campaign, which supports farmers and farmland and raises attention to related issues.
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