"It's attention, really," said Sophie Crowther, global talent partnerships director at Billion Dollar Boy, and head of creators at FiveTwoNine. "Attention is in new formats, new creators that are tapping into something completely brand new, basically."
To put some numbers to it, in 2023, an estimated 60% of Sway Group influencer marketing shop's client proposals called for niche influencers. In 2024, that number climbed to 75%, according to Danielle Wiley, founder of Sway Group.
"Certainly, the interest in really niche areas is growing tremendously, and most of the brands that we work with really want to find people who fit a certain category," Wiley said. For example, she added, a kid's snack brand may opt to work specifically with a content creator whose content is specifically packed lunches rather than a general lifestyle content creator who encompasses everything from food to fashion.
TikTok's algorithm is likely the catalyst for this democratization in the influencer ecosystem, transforming a new breed of content creators: news sources, cultural critics, fashion designers and home cooks.
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