The “TikTok-ification of social media” is calling into question the power of micro-influencers. 

The “TikTok-ification of social media” is calling into question the power of micro-influencers. According to HubSpot, a customer relationship management platform, over half of marketers have struck deals with micro-influencers (influencers with small followings). But with many brands hopping onto social media advertising channels like TikTok, it’s being debated just how influential these small creators are. One of the pros of micro-influencers is that they are cheaper to work with compared to bigger influencers and celebrities. Creators with less than 100K followers also generate up to 60% more engagement than larger creators, according to HubSpot, due to their ability to “reach nice communities,” says the co-founder and CEO of Captiv8 influencer agency. However, working with several micro-influencers could be more financially complicated and time-consuming versus simply working with one larger creator. Regardless, micro-influencers still serve as influential marketing tools in today’s social media landscape—especially because YPulse data shows Gen Z and Millennials trust online influencers regardless of their follower count. (Digiday)