Micro over Macro | why do consumers trust micro-influencers?

Is the gilded age of celebrity endorsements over? For decades, a superstar’s face on a billboard was a brand’s most powerful asset. Now, that strategy is not only less effective, it’s actually eroding consumer trust. Gen Z and Millennials in particular are turning away from paid-for perfection, and instead, are placing their trust in peer-to-peer recommendations. This has given rise to micro-influencers: the new gold standard for brand credibility.

The rise of  the micro-influencer

A 2024 study by Agility PR revealed that 61% of US consumers now trust brands less when they collaborate with a celebrity, with 81.8% viewing these deals as lacking in credibility. Celebrities posting with bottles of perfume, or purporting to have the best hair of their lives, is a fading marketing model, because people simply no longer believe that the connection between a celebrity and a brand’s product is genuine. A separate survey showed that only 11% of consumers now prefer celebrity influencers too - a sharp drop that’s continuing to decline.

The messaging is clear: modern consumers are rejecting red carpet marketing, in favor of a reality they can get behind.

Authenticity sells, and micro-influencers have the advantage

Micro-influencers proving to be highly successful for brand marketers. These creators have small but mighty followings, and are forging genuine connections with a highly engaged audience.

Micro-influencers typically have around 1,000 to 100,000 followers and consistently achieve engagement rates of 7% to 20% - a figure that dwarfs the 3-6% figures that are seen on an average for macro-influencers. This is mainly because a micro-influencer’s audience feels like a community, not a distant crowd. It’s this trust that translates directly into sales. In fact, a study from Stack Influence found that micro-influencers achieved about 20% higher conversion rates than their macro counterparts, proving that their recommendations carry more weight with consumers.

61% of Americans find “people like me” to be the most credible source of product information. Micro-influencers are renowned for creating content that feels real, rather than polished and scripted. These creators build trust through genuine content in the form of honest reviews and engaging storytelling - all of which resonate far more with consumers than macro-influencers or celebrity endorsed advertisements. Proving, again, that relatability is a far more powerful engagement driver than fame. As consumer skepticism reaches an all-time high, this genuine era of loyalty is proving to be a game changer for brand marketers.

Micro-influencers are particularly valuable to the fragrance industry

Despite ongoing - and rapid - advancements in technology, the ability to smell fragrances via the internet still remains illusive. However, micro-influencers are changing this, and the industry is slowly shifting from a more spokesperson type model, to good old fashioned storytelling. Instead of a celebrity simply holding a bottle, creators are building narratives around a scent that conveys emotion, mood and aesthetic. Micro-influencers aren’t selling products; they’re selling a lifestyle - and consumers are paying attention.

Influencers have become so trusted that they are even driving product development and retail success. Creators like Funmi Monet have been able to use their engagement and credibility to launch their own fragrance line - proving that influencer trust can directly translate into a powerful brand identity. 

For brands, using influencers strategically will help drive sales and capture Gen Z and Millennial audiences more effectively. While using macro-influencers for broad awareness and credibility can still be effective, building an ‘always on’ network of micro-influencers will help drive continuous engagement and sales year on year.

For brands looking to build lasting loyalty, they need to look beyond endorsement, and look to earn a seat at their audience’s table through authentic peer-to-peer conversations. At SoPost, we’ve long worked with brands and influencers to drive authentic messaging - why not join us? Get in touch today.