Influencer marketing is seeing a noticeable trend shift back towards utilizing celebrity and mega influencers, as evidenced by a recent survey showing an increase in demand for creators with large followings.
The survey results indicated a shift in marketer preferences; the desire to collaborate with celebrities grew significantly, with 40% of respondents expressing interest compared to the previous year's 30%.
Meanwhile, micro and nano influencers saw a decline in interest, as marketers moved away from smaller creators in a quest for broader reach and more established brands.
This trend suggests a re-evaluation of the perceived authenticity of smaller influencers, as brands seek the extensive visibility and instant brand association that come with celebrity endorsements.
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