Media spending is shifting from traditional digital advertising to campaigns powered by local nano- and micro-influencers, driven by higher trust and engagement. CNBC reported on this trend, highlighting how brands are investing in creator-led strategies to build stronger audience relationships.
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 trusted, local nano- and micro-influencers, whose trustworthiness and authenticity increases content effectiveness.
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, who commented 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!