The rise of self-made vloggers offered brands a new way of communicating with audiences. But their rise may be on the wane, writes Senior Account Director, Matt Steele.
With their transition to the mainstream media has come the realisation that more established Youtubers, like Zoella, have become celebrities in their own right. With their commercial success, some argue that the authenticity of ‘macro’ vloggers is diminishing.
Recent research by app creators Takumi found that influencers with between 1,000 and 1,999 followers on Instagram have the best engagement rates, leading many brands to pursue relationships with ‘micro-influencers’ sharing more ‘believable’ content.
It’s easy to see the appeal; in building relationships with ‘real people’, brands understand the importance of brand impact over reach, and this trend looks set to continue in the food and nutrition space.
Up-and-coming bloggers are helping smaller campaigns punch above their weight with more shareable content; Organic producer Kallo enlisted the help of teen food writer Izy Hossack to get its brand message across. Elsewhere, new businesses are creating business models based on targeting micro-influencers on behalf of brands.
Pegasus worked with The Body Coach, Joe Wicks, in the early stages of his online career to help promote Holland & Barrett’s revamped fruit and nut range. It was a success, in part, because Joe’s already-established use of nuts in his cooking videos meant his support wasn’t seen as an unconvincing departure by his followers.
Lucy Bee coconut oil also benefited from a shrewd partnership with him and its 100k social reach is owed in no small part to being Joe Wicks’ coconut oil of choice.
But the rise of the micro-influencer raises questions about the churn and cycle of influence – how can brands target a fast-moving network of potential spokespeople? A world where we may all have our 15 minutes of influence will certainly be a challenging one for brands hoping to keep up.