The rise of the 'micro-influencer'
Business Daily
BBC
4.4 • 796 Ratings
🗓️ 6 March 2025
⏱️ 17 minutes
🧾️ Download transcript
Summary
Unlike 'mega-influencers' with huge audiences on social media, 'micro' and 'nano-influencers' have far fewer followers. But small can be mighty in this business. These lower-profile influencers have anywhere between 250 and 10,000 followers, but businesses are increasingly turning to more niche, content creators in a bid to get more authentic engagement. We hear how they're redefining the way brands are connecting with consumers. Micro-influencers Kadide Francy, in Kenya, and Jerlyn De Silva, in India, reveal what kind of money they make from these collaborations. And East African Brewery marketing manager, Kanye Kiuru, tells us how using these kinds of influencers led to a hugely successful marketing campaign for the company.
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Presented and produced by Izzy Greenfield
(Picture: Kadide Francy, a lifestyle micro-influencer in Kenya. Credit: Kadide Francy)
Transcript
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| 0:00.0 | Today on Business Daily with me, Izzy Greenfield. |
| 0:03.0 | Hey, my love, so today I was... |
| 0:05.2 | When you're scrolling through social media, do you ever come across content like this? |
| 0:09.7 | You can enjoy a whooping 50% off on their ice coffee range. |
| 0:14.2 | And does it make you more likely to purchase a product or follow a brand? |
| 0:18.1 | Specifically tailored for Indian... |
| 0:19.9 | Companies have been using influencers to market goods for years, |
| 0:23.4 | but the industry has become more and more saturated. |
| 0:26.7 | As brands seek genuine connections and targeted reach, |
| 0:29.9 | there's one type of influencer that's emerging as a key player in this market. |
| 0:34.6 | Most people who are following me are people who have met through my life. |
| 0:39.2 | And when I'm influencing a product, the trust they have in something that I'm saying is higher |
| 0:45.3 | compared to like a macro influencer. |
| 0:49.8 | Introducing the new influencer powerhouse, the micro influencer. In a world where it once paid to have |
| 0:55.9 | a huge social media profile, why are businesses investing more in those with fewer followers? |
| 1:01.7 | We ran a campaign with one of the biggest telcos in Kenya and we did one day campaign. And in that day, they made so many sales. |
| 1:13.7 | So macros help us drive awareness, but the micros and the nanos drive significant amounts of trust because they are relatable. |
| 1:22.4 | Last year, the global influencer marketing value stood at over 21 billion US dollars. It's a competitive industry |
| 1:29.3 | and the landscape is changing. In today's episode of Business Daily, why a small-scale content |
| 1:35.2 | making such a big impact? It turns out there isn't just one type of influencer. So if you've |
| 1:42.0 | never heard of the phrase micro-inf micro influencer before, don't worry. |
| 1:45.5 | My colleague Barbara George has got you covered. |
... |
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