Even as social media marketing approaches rapidly evolve, influencer marketing remains an effective tool for brands to reach new audiences, especially younger generations who have become increasingly averse to blatant online advertisements. However, as influencer marketing has remained popular, the playbook for using it effectively has changed dramatically in recent years.
The brands winning over new, young audiences are shifting away from celebrity endorsements and trending toward smaller, niche online creators and influencers who can drive deeper community connections, generational engagement, high-quality brand awareness, and, ultimately, efficient conversions.
Creating meaningful connections with influencers
Today’s younger generations, those part of Gen Alpha and Gen Z, are spending more time within digital ecosystems through social media platforms, gaming platforms, community-building platforms such as Discord, creator channels, and virtual experiences. Younger generations experience a wildly different marketing landscape than those who came before them, and marketers need to shift their attention to how these younger generations interact with brands. Many of these digitally savvy consumers feel that traditional online ads are intrusive and easy to ignore.
Modern influencers can act as trusted guides who introduce the brands they represent organically, creating more meaningful and authentic connections with audiences. When influencers work within the platforms and systems that younger generations already inhabit, they are not seen as outside advertisers but rather as peers who care about the same content audiences do.
Brands can also leverage influencers to tap into specific subcultures, which can be a more effective way of reaching younger generations than just sending a single message across a broad demographic. Fandoms and special interest groups can be prolific online, and their members are often defined by their loyalty and excitement. Because micro-influencers tend to have smaller but more dedicated followings, they can easily infiltrate niche fandoms, engage with targeted markets, and make recommendations that sound like they are coming from a friend, not a paid advertiser.
Why bigger is not always better
At one time, brands believed that if they could get big influencers or even celebrities to endorse their products, they could expect maximum impact. Many brands would chase the influencers with the most prominent follower counts they could afford.
However, what many brands seeking to market to Gen Alpha or Gen Z discovered was that the larger influencers were not always as effective as they had hoped. As analysis and measurement tools have improved, the data have told a different story: smaller creators and influencers have consistently outperformed larger ones on key performance indicators (KPIs) such as engagement, click-throughs, and in-experience actions.
Bigger influencers may boast high follower counts, but they are bringing followers that are not necessarily engaged or who may not care about any of the brand-related content the large influencer offers. In addition, influencers and celebrities with larger followings tend to charge far more for partnerships, leaving many smaller brands out in the cold.
In contrast, micro-influencers and smaller creators often have a tight-knit, devoted audience. These influencers attract audiences who are genuinely interested in the topics that they cover and the brands that they promote. The real performance driver becomes capturing the attention of a quality, highly engaged audience.
Valuing audience fit over audience size
Younger generations flock to areas of the digital world where they feel welcome and a part of something special that speaks to their interests. Likewise, small creators often build their platforms around niche interests and tightly defined environments, which gives micro-influencers and small creators a distinct advantage.
Brands are leveraging smaller influencers and seeing more comments, higher numbers of shares, and conversations surrounding their products or services. Communities that follow niche influencers feel they can trust their recommendations, which results in better engagement for partner brands.
For brands that are promoting a specific virtual experience, game, fandom, or another youth-oriented product, they will benefit from seeking out influencers who have a firm grip on specific audiences.
From an affordability standpoint, smaller creators tend to charge less than big-name influencers, even when their audiences convert at higher rates. The combination of lower up-front fees and higher engagement results in a lower cost per acquisition, helping brands avoid wasted impressions and improve their bottom line.
Reaching the younger generation where they spend their time
Today’s savviest influencers are adept at seamlessly blending into environments where younger generations are already spending their time. This approach to influencer marketing feels more authentic and immersive than interruptive.
Brands are leveraging influencers by inviting them to co-create in-game and in-experience content, structuring content that includes on-ramping activities such as click funnels, and giving creators clear entry points into experiences through codes, portals, planned events, or limited-time items. With intentional tracking and optimization of influencer partnerships, brands can use an ongoing, data-rich feedback loop to build loyal, durable customer communities within the younger generation markets.
Modern influencers are not just paid mouthpieces; they are involved in creating experiences, fandoms, and communities online. For brands that are willing to rethink marketing scale, prioritize audience quality over quantity, and embrace data-driven campaigns, leveraging smaller influencers is not simply a compromise; it is a meaningful choice that is often a direct path to unlocking a fiercely loyal fanbase.
