How Microinfluencers Are Upending Brand Marketing and Customer Interactions

For companies, working with user-generated content has pros and cons

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More and more people are creating content: 30% of people 18-24 consider themselves creators, as do 38% of those 25-34, according to a 2022 HubSpot survey. People are living their lives digitally, and potentially becoming famous in doing so. Brands used to have to worry separately about their customers, whom they hope would say nice things about them via word-of-mouth marketing; and celebrities, who are partners in advertising and branding.

How should brands approach a new media landscape, where everyone is somewhere in between regular Joe and influential?

In the latest Adweek original video, we help define this new paradigm of influence. We also chat with founders of two startups trying to help brands adjust to this new reality: microinfluencer agency Social Studies, which connects brands and creators with small followings, and Swaypay, which gives people cash back on purchases by posting about the brand. Additionally, Cristina Lawrence, evp of consumer and content experience at Razorfish, discusses the pros and cons of brands deploying customers as advertisers.

“The one thing that pretty much everyone knows and believes from a consumer standpoint and from a brand standpoint is that word-of-mouth marketing is the most powerful form of marketing of all time,” said Kaeya Majmundar, founder and CEO of Swaypay.

Video: Breana Mallamaci

This story is part of Adweek’s The Creatorverse digital features package, which spotlights the creator economy: the people who make up the industry’s new content royalty, and the marketers and agencies that collaborate with them to drive next-level engagement for their brands.

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