Are influencer partnerships the inevitable future of business?

That’s why the rise of “micro” influencers, with follower counts between 10,000 and 100,000 and “mid-tier” influencers, with followings up to a half-million, have become valuable levers for driving revenue. Not only are these content creators more financially accessible to hire, but smaller personalities can often connect with passionate, niche communities.

“I’ve worked personally on campaigns up to £150,000 ($182,000) over a period of up to six months, or ambassadorships with a list of macro talents,” says Gorbould. “But then you have your one-off collaborations with micro influencers, where they could be doing something for £300 ($365).”

If brands decide to take the influencer partnerships offline to traditional channels, like advertising or event appearances, or if they choose to include exclusivity and usage rights that prevent influencers from promoting competitive products, it can get expensive. Still, the diversity of marketing opportunities remains appealing. “Everything can be monetized,” says Gorbould.

“In a world where consumer attention is fragmented and fleeting, influencers are emerging as a beacon of authenticity and relatability, offering a human touch that conventional corporate communications often lack,” says Karen Freberg, a professor of strategic communication at the University of Louisville , US. “Consumers, accustomed to the predictability of