TREND TWO: The Riches Are in the Niches: Why Micro-Communities Will Drive Influencer Success in 2025 🎯 Here's what the data tells us about the future of influence: While many brands chase macro-influencers, the real ROI comes from micro and mid-tier creators who've built passionate niche communities. Why? Three key reasons: 1️⃣ Higher Engagement 📈 Micro and mid-tier creators consistently generate higher engagement rates Their audiences are more likely to trust and act on recommendations Content feels authentic rather than promotional 2️⃣ Community Over Reach 🤝 73% of TikTok users watch algorithm-suggested content over following specific creators Niche communities have their own language, memes, and traditions Cultural fluency matters more than follower count 3️⃣ Better ROI 💰 Brands receive $5.78 in earned media value for every $1 spent This ROI skews heavily toward smaller creators More cost-effective than mega-influencer partnerships Need proof? Look at Ruggable ‘s brilliant Bridgerton collaboration 👑 They created a Regency-inspired rug collection ahead of Season 3, tapping perfectly into the "Regencycore" trend and the show's passionate fanbase. The results? 7.6 million TikTok views 155% engagement rate $1 million in earned media value All from understanding and serving a specific community's interests. The key takeaway: Stop chasing mass appeal. Start building authentic connections through creators who truly understand and engage their communities. What niche communities are you targeting in your 2025 strategy? #InfluencerMarketing #CreatorEconomy #Marketing #Marketing2025 #Trends 66/100
Love this Jen. And it ties in with Sophie Miller's 2025 predictions this week, too; nano and micro-influencers will continue to rise. Thoughts on the opportunities for B2B creators?
1. I am loving this video series and loving how relentless you are with posting (66/100 are you kidding me?! 👏 👏 👏 ) 2. this color looks STUNNING on you. That's it for today 🤗
Thanks for Ruggable shout out! You’re spot on! It’s always so tempting to just go with a familiar mega influencer to get recognition, but we’ve seen so much success with micro and macro creators too!
Totally on point Jennifer Quigley-Jones 💫
Hi, I’m Victor Theuri, a professional video editor and 2D animator based in Kenya. I help businesses create eye-catching content that boosts engagement, simplifies ideas, and drives conversions. I tailor everything to fit your brand’s goals, whether it’s polished video edits or dynamic animations. Let me know if you'd like to discuss how we can bring your ideas to life and also build your personal brand—I’d be happy to help! Looking forward to connecting! Theuri_the.animator https://www.linkedin.com/posts/theuri-the-animator-25a8981b8_videoediting-contentcreation-animation-activity-7257037985961943043-xPlm?utm_source=share&utm_medium=member_desktop
This video is yours if you want Could download without logo from TikTok platform. If you have no idea about I can help you
This seems like a very good piece of advice:
Very helpful
Product Lead at YouGov | 6+ Years in Product and Data | 0 to 1 Product Development
1wIs the chasing of mega stars a knowledge problem or a procurement problem? I've been mostly an outside observer of the industry for the last ~5 years but the idea that micro to mid-cap influencers drive greater ROI made it through even to me quite early on. I had assumed that it was widespread knowledge and that the issue instead was just that micro influencers are by definition harder to find. Is it that these bigco's are chasing mass appeal? Or is there not parity of access to influencers of different sizes? Or some combo of both?