tms’ Carina Collins shares micro-influencer marketing strategies with Ad Age
Today’s digitally minded consumers, especially Gen Z, expect authenticity from brands, seeking out trusted creator voices and niche connections to validate their purchasing decisions.
In a new opinion piece for Ad Age, Carina Collins, Associate Strategist at tms, explores how the rise of micro-influencers are reshaping creator marketing, highlighting three main strategies brands can use to turn this opportunity into sustained engagement.
According to research, up to 92% of consumers trust micro-influencer recommendations over traditional celebrity endorsements, and as consumers increasingly turn to creators they trust, it’s important that brands seek long-term relationships rather than one-off partnerships. Ultimately, successful programs must deliver value on both sides to be effective.
