Micro-influencers sell products better than celebrities because audiences trust them more. A French woman in a butter ad became iconic by seeming like a real user, not a paid endorser. TikTok has made it easier for everyday people to build audiences and sell authentically.
They found in all their years of doing advertising that people thought that hiring like a huge celebrity worked to promote something. But what they found was what happened is you pay those people so much money and people remember the celebrity, not the product. But if you use a person that people don't know, it actually works better. Like they had like a, I think like a 80 year old grandma in France or something and they had her doing, I think it was a butter commercial or something like this. And that was like a huge hit for like 30 years or something. It was like a long running ad they ran because people like authenticity and so much. It's just like a real person using a product. So. Absolutely.
I mean, I think you hit something very important here. We're seeing this trend as well in the market, which is brands are moving away from very high paid influencers to more micro influencers and shoppers and authentic creators. Right? I mean, today, one of the reasons TikTok has exploded is also TikTok brings that average creator who previously had to make a lot of effort on their phone to make a video. Now, with TikTok tools, anybody in the world can be a creator, anybody can be an influencer.
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