Marketing is changing. If we initially trusted advertisements, now we trust influencers who talk about different types of products. These days, influencers are becoming increasingly popular because people trust them more than traditional marketing on TV or in magazines. They're people like you, but with large followings on social media.

It's important to remember that an influencer can have a small following and still be more influential than someone with a large following. This is because audiences prioritize seeking authentic voices that resonate with specific markets and communities. Authenticity is also crucial for millennials, who are the largest market for online product purchases and are the ones to capture.

Another thing to keep in mind is engagement rate. According to the Corporate Financial Institute, engagement rate refers to the level of interaction between user-generated content and followers. This means engagement can be higher or lower depending on the number of followers and how well someone interacts with their audience. Businesses seeking influencers must pay careful attention to follower count, as large followings can sometimes be seen as false engagement and brand promotion, while smaller followings can be seen as trustworthy and engaging.

Micro-influencers have approximately 10,000 to 100,000 followers and are more likely to be found on fashion, travel, tech, and lifestyle blogs. Their audiences view them as experts in a specific field. For example, let's say you're a technology student and want to start a channel about the importance of recycling in the tech industry. You'll find your audience is half tech enthusiasts and half environmentalists, who will agree it's a great idea. You'll understand your audience and direct your creativity toward these topics. Understanding both is crucial so you can create targeted content.

Working with micro-influencers is easier because they're cheaper than celebrities or macro-influencers. Furthermore, influencers create brand awareness in a specific market or community. Consequently, when using micro-influencers, engagement rates are higher than with macro-influencers.

According to marketers, using micro-influencers in your campaigns is beneficial because they generate higher engagement with their followers than macro-influencers—as much as 85%—and are less expensive than managing a macro-influencer campaign. They create brand awareness in a specific niche, which in turn encourages people to pay attention to the brand.

Then there's the authenticity of both the brand and the influencer. We must always remember that the bond between influencers and their followers is based on trust. If they believe you're trustworthy, they'll help you build your fan base. Followers are the ones who help you gain popularity, and collaborations with zero-waste and tech brands will help you build your audience. It's important to always maintain authenticity, because if you lose that authenticity, you lose your credibility.