Brands Turn to Microinfluencers, as Supers Struggle With Relatability

“We were thrilled to be included in this fascinating piece by Alexa Tietjen, along with some of our favorite influencers, exploring why superinfluencer gaffes are causing brands to lean into the micro pool during Covid.

“Billion Dollar Boy has noticed a shift toward niche influencers who can fill brands’ content creation void during this time.

‘We’re actually not using any superinfluencers for [paid campaigns],’ said Permele Doyle, cofounder and president of Billion Dollar Boy.

The agency has seen work with microinfluencers, whom it defines as having between 10,000 and 100,000 followers, increase from 44 percent to 77 percent of all of its contracted influencers. Work with macroinfluencers (350,000 to 1 million followers) has decreased from 17 percent to 9 percent. Hero influencers (more than 1 million followers) has decreased from 5 percent to 1 percent.

Niche categories have experienced an increase in Instagram engagement in recent weeks, noted Billion Dollar Boy, with gaming engagement up 23 percent from April 13 to April 19 versus the week prior. WWD previously reported on the uptick in viewership that financial influencers are seeing due to the coronavirus’ economic impact.”


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