Influencer marketing has grown and evolved over the past few years. So much so that the industry is now worth more than $21.1 billion - and it’s only getting bigger. While Facebook is still popular, TikTok and Instagram have exploded, and your brand needs to cash in on the enormous marketing opportunities influencers on these platforms offer.  

However, while there are many tips and tricks to learn about influencer marketing, there are also many myths and misconceptions about it, so let’s look at some of the most common.

Influencer marketing is only for big brands

Absolutely not! The right influencers, whether micro or nano can help small businesses reach highly targeted audiences with authentic, engaging content that drives meaningful results. By focusing on niche markets, smaller brands can achieve significant visibility and growth, often with more cost-effective campaigns than their larger counterparts.

BrewDog is proof of this. In its early years, the company collaborated with beer enthusiasts and micro-influencers who shared their passion for craft beer. By focusing on local, niche audiences, BrewDog gained significant traction, building a loyal customer base that appreciated the brand's rebellious and authentic marketing approach.

The Pip Box is another great example. This beauty subscription service successfully leveraged nano-influencers within the vegan beauty niche. They partnered with influencers who genuinely advocated for ethical beauty, allowing the brand to connect with a targeted audience interested in cruelty-free products. These influencer collaborations helped the small business grow its subscriber base and enhance brand credibility within a specific, loyal community.

Influencer marketing is only for Millennials and Gen Z

Influencers exist in every niche and cater to audiences of all ages, making this strategy highly versatile. From tech enthusiasts to fitness buffs and even retirees, influencers cover various interests and provide authentic engagement across a wide range of ages. For instance, mature audiences might follow travel influencers who share tips on luxury vacations or financial advisors offering retirement planning insights.

You can choose influencers whose audience demographics align with your target market, regardless of their age. Doing so will ensure your campaign resonates with the right consumers and delivers maximum ROI.

Influencer marketing is all about online content

While influencer marketing is largely associated with digital platforms, its influence extends far beyond the online realm. Influencers are not just content creators—they are trusted voices in their communities, both online and offline.

Influencers will also share their product experiences with friends and family in real life, and often word-of-mouth campaigns can be even more powerful on impacting retail sales. These real-world conversations with friends, family, and peers can increase a brand’s reach and create a ripple effect. For example, an influencer who is genuinely excited about a skincare product might recommend it to their best friend during a casual coffee chat or mention it to a family member looking for beauty tips.

Social media is the place where influencers thrive

The many social media channels are certainly important for influencer marketing, and the right channel can depend on the brand’s objectives and target audience. But the online world is far broader, as influencers take part in forums, on brand websites, and e-commerce platforms, leaving product reviews, for example.

Influencers on platforms like Amazon or Etsy often leave comprehensive reviews that help guide potential buyers in their decision-making process. Similarly, influencers engage in niche communities, such as Reddit threads or Discord channels, where their expertise and recommendations hold significant sway.

The bigger the influencer audience, the better the influencer

While you will want to reach as large an audience as possible, some niche brands would require more specialised expertise in a particular field. An influencer with a smaller, but more niche following may have a larger reach within that niche. Micro and nano influencers are ideal in this case as they have smaller, more targeted audiences with higher engagement levels and better conversion rates. 

In fact, studies consistently show that micro-influencers generate significantly higher engagement rates than mega-influencers. Micro-influencers boast an average engagement rate of 2.53%, while mega-influencers average only 0.92%.

However, to achieve these results, the quest for reach must be counterbalanced by the pursuit of credibility and engagement. An influencer with fewer followers but a strong rapport with their audience can drive meaningful conversations, foster trust, and lead to higher-quality interactions.

A successful example of a brand using nano-influencers to align perfectly with niche audiences is JobSwipe. Twenty SHOUT creators got 4.8 million views and 48,000 clicks, with the brand racking up 17,533 app installs. This just shows you that dynamite does come in small packages!

Influencers guarantee immediate sales

In reality, many successful campaigns focus initially on brand awareness, laying the foundation for long-term customer engagement and eventual conversions. 

Nike's collaboration with Colin Kaepernick focused primarily on reinforcing the brand's values and fostering deep emotional connections with consumers rather than immediate sales. 

Similarly, Lush Cosmetics has used influencer campaigns to boost awareness of their ethical, cruelty-free practices. Instead of pushing direct sales, Lush partnered with influencers who shared their commitment to sustainability, sparking conversations and positioning the brand as a leader in ethical beauty. The increased brand awareness created a lasting impact, leading to loyal customers who returned for purchases over time. 

Influencers are all paid and driven by compensation

While most professional celebrity and macro-influencers would expect to receive appropriate financial compensation, many nano- and micro-influencers may be willing to work with brands for free or for free products, motivated to support the brands they love.

These collaborations often stem from a genuine connection to the brand, making their endorsements feel more authentic to their followers. Additionally, some influencers value the exposure and experience gained through partnerships, viewing them as opportunities to grow their platforms. Others may engage in brand collaborations simply out of passion for a product or cause, prioritising shared values over monetary gain.

Influencer Myths Busted!

Hopefully, this will have dispelled some of the misconceptions about influencer marketing and made it easy for you to see why these myths hold no water. With the help of the right influencers for your brand, you can elevate this marketing tool to become part of your marketing campaigns and strategy for the year to come.

Are you looking for a micro-influencer marketing agency? Get in touch with our team today!