Over the last few years, we’ve seen more cities, states, and brands around the country shift their media dollars away from traditional digital advertising and toward huge groups of trusted, local nano- and micro-influencers, whose trustworthiness and authenticity makes their content more efficacious.
CNBC covered how this trend creates more opportunities for emerging creators around the country, establishing a new category of earning that did not exist years ago.
The segment featured XOMAD client Lipton Teas, and North America President Racquel Mason, commenting on the effectiveness of deploying locally known community leaders with smaller followings to build deeper relationships with current and future customers.
Check out the segment here!