So, does this mean that brands will turn their back on larger influencers for everyday folk? Maybe not entirely, as research suggests that the strategy in its original form – i.e. utilising the power of known and trusted individuals – can still be of great benefit.
However, it might also mean that marketers will be more fluid within their strategies, utilising a wide range of influencers (and channels) rather than the most obvious or mainstream tactics. This could mean focusing on both user-generated content as well as larger influencers, most importantly depending on what is the best fit for the audience and their values.
Perhaps then, instead of valuing the influencer’s audience (in terms of numbers), brands should start to focus more on who their own audience is following and why.