In case you haven’t heard, there’s more than just plain influencers now. A new classification system has emerged, segmenting influencers into nanoinfluencers, microinfluencers, and macroinfluencers based on their follower counts and the scope of their influence. 

You might ask yourself – what’s the point? Well, this distinction is crucial for brands and marketers to understand, as it determines a few things: the nature of the collaboration, the potential reach, and the level of engagement they can expect. 

Basically, each type of influencer brings their own unique advantages and challenges to the table, making it essential to delve into what sets them apart. Let’s get into it. 

What are the types of influencers?

Understanding the different types of influencers is key to navigating this complex landscape. Let’s break down three primary categories: nanoinfluencers, microinfluencers, and macroinfluencers.

1. Nanoinfluencers

The grassroots of influencer marketing, nanoinfluencers typically have a follower count ranging from 1,000 to 10,000. They’re everyday people who’ve gained a following through their niche interests, authenticity, and close-knit community feel. 

Because of this, nanoinfluencers tend to have higher engagement rates through their personal connections with their audience. Their recommendations are viewed more like advice from a friend rather than a celebrity endorsement, giving them a unique kind of influencer power.

If you’re looking to genuinely connect with your audience or branch out in a highly targeted niche, then nanoinfluencers are for you. 

2. Microinfluencers

Stepping up the ladder, microinfluencers boast a follower base in the tens of thousands. They strike a balance between having a sizable audience and maintaining personal engagement. 

Microinfluencers are often regarded as experts in their specific niches. Whether it’s tech, gaming, or lifestyle, they’re sought after for their ability to influence consumer behavior within these focused areas. 

They offer brands a blend of relatability and reach, making them highly valuable for targeted campaigns. If you’re looking for an approach that’s the perfect blend between engagement and reach, then microinfluencers are for you. 

One example of a microinfluencer is April Antonette. Her niche is related to dance, music, and fitness, making her a perfect candidate for brands looking to reach people in that audience. 

3. Macroinfluencers

When you think of “influencers,” they may be the first to come to mind. These influencers have followers in the hundreds of thousands to millions. 

In some cases, they can even be celebrities or well-known personalities who have a wide-reaching influence. While they offer vast exposure, their engagement rates are generally lower, and their endorsements can be less personal than those of nanoinfluencers or microinfluencers. 

Still, their large followings can be a great way to get a message out to many people at the same time. If your aim is to spread awareness, launch a big campaign, or even enter a new market – then macroinfluencers are a great pick. They should be your go-to for whenever visibility is crucial.  

For instance, take Niana Guerrero. She’s one of the biggest influencers in the Philippines right now, and brands reach out to her to get to a wider audience. 

ALSO READ: The Power of Filipino Influencers: A Look Into the How’s and Why’s of Their Influence

Understanding these categories helps in appreciating the unique value nanoinfluencers, microinfluencers, and macroinfluencers bring to the table. 

The former two offer a more intimate and authentic form of influence, which is becoming increasingly important in a market that values genuine connections.

Meanwhile, macroinfluencers are staying strong as the faces of influencer marketing – the type of people you can rely on to connect you to big audiences. 

Whatever you might need, there’s an influencer out there. So get out, connect, and find the one that’s right for you. 

To find the Key Opinion Leader (KOL) that perfectly aligns with your brand’s values and goals, it’s crucial to partner with a reputable influencer management agency. M2.0 Communications has built an extensive network of social media contacts to support our partners with their influencer marketing strategies.

Read about our influencer campaign success stories:

• Woolworths
• Ethan Allen
• Brazilian Embassy and BRF Global

The post Nanoinfluencers, Microinfluencers, and Macroinfluencers: What’s the Difference? first appeared on M2.0 Communications Inc..

A subtle yet significant shift is taking place. More and more types of influencers are popping up and making an impact in certain niches, namely, nanoinfluencers and microinfluencers. While they may not grace billboards or feature in blockbuster ads, their ability to carve more solid connections with audiences is reshaping the marketing landscape.

While nanoinfluencers and microinfluencers have some overlap in terms of who they are and what they bring to the table, understanding the difference between them is key. For instance, one of their key differences is that nanoinfluencers have a range of 1,000 to 10,000 followers, while microinfluencers have a follower base in the tens of thousands. 

These influencers aren’t just promoting products; they’re creating authentic connections with their audiences through genuine, grounded content. Today, we’ll delve into the importance of tapping into these influencers, and showing you just how effective they can be. 

After all, they aren’t just a trend. They’re proof of how quickly consumer influence and brand interaction have been evolving these days—a lesson you’ll want to learn and keep note of if you want to keep up with the trend. 

Advantages of Working with Microinfluencers and Nanoinfluencers 

1. Authenticity

One of the primary reasons nanoinfluencers and microinfluencers are becoming increasingly relevant in the marketing world is their authenticity. This authenticity is linked to their smaller, more manageable followings. 

Unlike their macro counterparts, these influencers often cultivate a personal relationship with their audience. Their content feels less like a broadcast and more like a conversation among friends.

This sense of authenticity is further amplified by the fact that nanoinfluencers and microinfluencers typically choose to promote products or services that they genuinely use or believe in. Their recommendations come across as sincere and trustworthy, mirroring the advice one might receive from a close friend rather than a distant celebrity. 

For brands, this translates into endorsements that resonate more deeply with audiences, fostering a sense of trust and loyalty that larger influencers might struggle to achieve. In an era where consumers are increasingly wary of overt advertising, the genuine approach of nanoinfluencers and microinfluencers offers a refreshing alternative.

ALSO READ: Crafting Authenticity in Influencer Partnerships from an Influencer Relations Manager

2. More personal connections

The ability to forge more personal connections is another thing that nanoinfluencers and microinfluencers have over macroinfluencers. With a smaller audience, these influencers can often engage more directly and meaningfully with their followers. It’s about creating a community with a genuine sense of belonging among their audience.

Nanoinfluencers and microinfluencers tend to know their audience better, understanding their preferences, interests, and even their day-to-day challenges. This deep connection allows them to tailor their content in a way that feels more relevant and engaging to their followers. 

For brands, this means that collaborations with these influencers are likely to be met with a warmer reception. The audience perceives the influencer’s endorsement as a recommendation from a trusted source, making them more open to exploring and embracing the advertised products or services.

In essence, the personal connection cultivated by nanoinfluencers and microinfluencers can lead to more effective and impactful influencer marketing campaigns, as they bridge the gap between brands and consumers in a more intimate manner.

3. Higher engagement rates

A standout feature of nanoinfluencers and microinfluencers is their higher engagement rates compared to larger influencers. 

Engagement rate, a critical metric in influencer marketing, often diminishes as follower counts grow. However, nanoinfluencers and microinfluencers buck this trend. Later x Fohr’s study shows that the less followers an influencer has on Instagram, the more engagement they get.

Their more modest following size allows for stronger, more interactive relationships with their audience, resulting in higher levels of engagement such as likes, comments, and shares.

This increased engagement is a testament to the closer, more personal bond they have with their followers. Their audience doesn’t just passively consume their content; they interact with it, engage in conversations, and often feel a part of the influencer’s journey. For brands, this means that collaborations with these influencers are likely to see higher levels of audience participation and interest.

In addition, the high engagement rates of nanoinfluencers and microinfluencers signal to social media algorithms that their content is valuable, often increasing its visibility. This results in a greater organic reach, making these influencers invaluable assets for brands seeking to maximize the impact of their marketing campaigns.

4. Authority in specific niches

Nanoinfluencers and microinfluencers frequently establish themselves as authorities or key opinion leaders—frequently called KOLs—in specific niches, a factor that significantly amplifies their influence. Their focus on particular topics, hobbies, or industries allows them to cultivate deep knowledge and expertise in these areas. This specialization not only attracts an audience with specific interests but also establishes the influencer as a go-to source for information and opinions in that domain.

For brands, partnering with influencers who have authority in a specific niche offers a direct line to a highly targeted audience. 

Whether it’s lifestyle, gaming, technology, or any other sector, the niche authority of nanoinfluencers and microinfluencers ensures that their endorsements resonate strongly with an audience already interested in those specific topics.

This focused authority is especially valuable in influencer marketing, as it allows for more precise targeting and tailored messaging. Collaborations with these influencers can yield highly effective results, as they are able to authentically integrate products or services into content that aligns seamlessly with their established expertise and audience interests.

As you’ve seen, tapping a nanoinfluencer or macroinfluencer is impactful in spreading brand awareness and engagement. To find the Key Opinion Leader (KOL) that perfectly aligns with your brand’s values and goals, it’s crucial to partner with a reputable influencer management agency. M2.0 Communications has built an extensive network of social media contacts to support our partners with their influencer marketing strategies.

Read about our influencer campaign success stories:

• Woolworths
• Ethan Allen
• Brazilian Embassy and BRF Global

The post Nanoinfluencers and Microinfluencers: The Future of Marketing first appeared on M2.0 Communications Inc..

As we get into 2024, the digital landscape has been more alive than ever, and buzzing with influencers who do more than just review gadgets and dissect software updates. They’re the trendsetters, the trailblazers, and the visionaries who are shaping the future of technology in the Philippines as we know it. To keep up, you have to know who’s on top.

That’s why we’re spotlighting the 7 best tech influencers taking over this year.  Prepare to meet the personalities who are not just witnessing the tech revolution, but are actively driving it. Each of them brings a unique perspective, an engaging style, and a depth of knowledge that both enlightens and entertains. 

1. Elyxirine

Elyxirine started out as a formidable force in the tech influencer arena. She is known for tech reviews and cute gaming set-ups. Her fast-paced editing style gives her audience entertaining videos to look forward to and replay.

She makes sure that her audiences can know all about the complex gadgets she shows off in her videos. You’ll want to follow her if you want to stay ahead in tech.

• Youtube: Elyxirine
• Facebook: Elyxirine 
• Instagram: @elyxirine
• Tiktok: @elyxirine

2. Pinoy Knows Tech

“Pinoy Knows Tech” stands out as one of the best guides for tech enthusiasts in the Philippines, especially for those who are hoping to save a bit when buying a new gadget. 

Run by a group of tech-savvy individuals, this channel is a go-to source for Filipinos seeking honest, in-depth reviews on the latest releases. 

What makes “Pinoy Knows Tech” stand out is their focus on value for money. They want to make sure that their followers make informed decisions before investing in new tech, especially since getting a new gadget can sometimes make a dent in your bank account. 

• Youtube: Pinoy Knows Tech
• Facebook: Pinoy Knows Tech
• Instagram: @_pinoyknowstech
• Tiktok: @pinoyknowstech

3. Sulit Tech Reviews

 “Sulit Tech Reviews” has become a great resource for the Filipino tech community, with a strong following of over 740k subscribers. This channel specializes in making tech accessible and understandable, particularly for the Filipino audience. 

Their weekly content, encompassing unboxings, first impressions, in-depth reviews, and tutorials, is delivered in Filipino, making it even more relatable.  

By breaking down the latest gadgets in a language that viewers get, they’ve established themselves as a trusted voice in tech reviews, guiding their audience through the often overwhelming world of consumer electronics.

• Youtube: Sulit Tech Reviews
• Facebook: Sulit Tech Reviews
• Instagram: @sulittechreviews

4. Mary Bautista

One person stands tall in the Philippine tech review landscape, known for her comprehensive gadget reviews. If you haven’t heard of her yet, her name is Mary Bautista. 

With over 1.2 million subscribers, she’s arguably the most influential tech reviewer in the Philippines. Mary’s channel is chock full of information, covering any device you could think of;  From laptops and tablets to earphones and, notably, smartphones. 

Her approachable style and in-depth knowledge make her reviews highly valuable for anyone thinking about getting a new phone. 

• Youtube: Mary Bautista
• Facebook: Mary Bautista YT
• Instagram: @marybautistayt

5. Tech Builder

Tech Builder, known off-screen as Angelo Casimiro, is a shining star in the realm of tech influencers, especially when it comes to DIY. 

As an Electrical Engineering student, Angelo has garnered a big following on platforms like TikTok and YouTube, thanks to all of his innovative and accessible DIY projects. 

His content spans a wide range of projects, from practical builds like a DIY alcohol dispenser to more creative ones like a smartphone steering wheel. 

• Youtube: Tech Builder
• Facebook: Angelo Casimiro
• Instagram: @angelocasi
• Tiktok: @techbuildermontage

6. Carlo Ople

Carlo Ople, a big figure in the sneakerhead community, has also made his mark in the tech world. 

While he’s mostly known for his extensive collection and reviews of the latest sneakers, Carlo has seamlessly extended his influence into tech, showcasing his diverse interests and expertise. Along with sneaker unboxings, his channel also dives into tech, featuring content like what’s inside the $3000 Apple mystery box. 

This unique blend of sneakers and tech makes his channel a go-to for anyone into the same hobbies. For anyone with a foot in both worlds, Carlo’s channel offers a blend of content that’s hard to resist, and his ability to bridge these two worlds is what makes him a standout influencer.

• Youtube: Carlo Ople
• Facebook: Carlo Ople
• Instagram: @carloople
• Tiktok: @carloople2

 7. Isa Does Tech

Isa Rodriguez, or Isa Does Tech, brings a fresh and relatable perspective to the tech influencer landscape. 

With her background as a lifestyle editor for a tech publication, Isa combines her expertise in tech with an understanding of everyday user needs. 

What drives her forward is a genuine want to demystify tech, making it more accessible to a broader audience. You just don’t get true passion like that anymore–it’s reason enough for a follow. 

• Youtube: Isa Does Tech
• Facebook: Isa Does
• Instagram: @isadoes_
• Tiktok: @isadoes_

RELATED CONTENT:

• Gaming Influencers to Watch Out for in 2024
• Gaming in the Philippines: From Pastime to Mainstream Entertainment
• eSports in the Philippines: The Rise of Professional Gaming

M2.0 Communications is an influencer management agency in the Philippines that helps brands tell meaningful, data-driven stories. Visit our case studies page to learn more about the brands we collaborate with.

The post The 7 Best Pinoy Tech Influencers Taking Over first appeared on M2.0 Communications Inc..

What sets certain collaborations apart? Why do some influencer partnerships soar while others falter? These are the questions that you need to be thinking about if you want your influencer campaigns to have any impact.  

In this article, we delve into the stories behind four standout Filipino influencer partnerships that worked well. From the synergy of brand values to the innovative use of digital platforms, we unravel the threads of success woven into these collaborations. Let’s explore what made these partnerships flourish, setting new benchmarks in the industry.

1. Cornetto’s #CONEfessions with Kyle Echarri and Joao Constancia 

Cornetto’s #CONEfessions campaign, a hit on Twitter (now X), featured heartthrobs Kyle Echarri and Joao Constancia in a charmingly interactive narrative. It resonated deeply with the Filipino audience, blending our love for romance with the thrill of audience participation.

At its core, #CONEfessions centered around Kyle and Joao seeking advice on confessing to a crush, cleverly intertwining the innocence of first love with the delight of a Cornetto. Fans were not just spectators but active contributors, sharing personal advice and stories and amplifying the campaign’s reach and impact.

Key to its success were:

1. Engaging Storyline: Tapping into the Filipinos’ penchant for ‘kilig’ moments, the campaign’s sweet, relatable narrative mirrored the joy of enjoying a Cornetto.
2. Cultural Connection: Leveraging the Filipino interest in romantic themes, Cornetto brought these stories to life, striking a chord with the audience.

Cornetto’s #CONEfessions exemplifies how blending cultural insights with influencer authenticity can turn a marketing campaign into a memorable, participative storytelling experience.

2. ASUS’ partnership with Gio San Pedro 

ASUS’s partnership with Gio San Pedro stands out for its simplicity and effectiveness. Gio, a celebrated tech influencer on TikTok, brought his authentic charm to an ASUS unboxing video, a straightforward yet impactful approach.

What set this collaboration apart was not a complex strategy but the perfect alignment of brand and influencer. Gio’s credibility in the tech community and his TikTok following made him an ideal partner for ASUS. His unboxing video resonated with both tech enthusiasts and the wider audience, showcasing ASUS products in a relatable and accessible manner.

The success factors included:

1. Right Influencer, Right Audience: ASUS’s choice of Gio, a trusted voice in the tech space, ensured that their message reached a broad, yet targeted audience.
2. Simplicity is Key: By keeping the campaign straightforward, ASUS highlighted the product’s features without overshadowing them with an overly complex narrative.

ASUS and Gio San Pedro’s partnership demonstrates the power of selecting the right influencer to authentically engage a wide audience, proving that sometimes, simplicity can be the most effective strategy.

3. Nido’s partnership with Saab Magalona 

Nido’s collaboration with Saab Magalona is a masterclass in targeted influencer marketing. Recognized for her relatable insights into motherhood and parenting, Saab was the ideal partner for Nido to connect with their primary audience: mothers. As an influencer, she has a strong and established brand that aligns perfectly with Nido’s values; an aspirational, down-to-earth mom that’s here to help other moms out.  

ALSO READ: Top 10 Momfluencers to Follow This 2024

The campaign centered on addressing a common parenting challenge—encouraging kids to drink milk. Saab’s video seamlessly integrated this narrative, demonstrating how children could enjoy Nido, resonating deeply with fellow parents facing similar struggles. This approach was not only practical but also emotionally engaging, showcasing a real-life solution in a family-friendly context.

Key elements of the campaign’s success were:

1. Relatable Content: The video addressed a significant pain point in parenting, offering a genuine solution with Nido.
2. Emotional Appeal: The charm of a “cute kid video” coupled with practical parenting advice created a compelling, shareable content piece.

Nido’s partnership with Saab Magalona highlights the effectiveness of using influencers who not only resonate with the brand’s target audience but also authentically align with the product’s value proposition.

4. Raiza Contawi and Gabbi Garcia as guests for Lazada

Lazada’s decision to feature Raiza Contawi and Gabbi Garcia in their popular series “Expert Yan” is a shining example of influencer marketing done right. In an episode dedicated to beauty tips, these two brought their unique flair and expertise to a platform already seasoned with success.

“Expert Yan,” in its third season, had established itself as a reliable source for insights across various domains. The inclusion of Raiza and Gabbi, both revered in the beauty and lifestyle space, added an extra layer of appeal to the episode. 

The success of this episode hinged on two critical factors:

1. Influencer Appeal: The respective fan bases of Raiza and Gabbi provided a significant boost in viewership, as fans were excited to see their favorite influencers on a well-known platform.
2. Consistency: Lazada’s commitment to maintaining the quality and relevance of “Expert Yan” across seasons has built a loyal audience base, who tune in for trusted advice and tips.

Raiza Contawi and Gabbi Garcia’s guest appearance underscores the power of combining popular influencers with content that resonates with the audience, further enhanced by the consistency and reputation of the hosting platform. You can watch the full episode on Facebook here.

RELATED CONTENT:

• The Influencer: A Look at What Really Sets Off Change
• The Power of Filipino Influencers: A Look Into the How’s and Why’s of Their Influence
• Influencer Marketing Trends to Tap Into for 2024

M2.0 Communications is a digital marketing agency in the Philippines that offers digital services including SEO, social media management, and influencer marketing to drive your business forward and boost brand awareness among your target audience. Visit our case studies page to learn more about the brands we collaborate with.

The post What Made These 4 Filipino Influencer Partnerships A Success? first appeared on M2.0 Communications Inc..

Have you heard? ‘Momfluencers’ are taking Instagram by storm, offering insights into parenting, lifestyle, and much more, all while juggling the joys and challenges of motherhood. 

These inspiring women are not just influencing parenting trends but are also creating vibrant communities where support, creativity, and real-life experiences come together. 

In this article, we highlight the Top 10 Momfluencers to Follow in 2024, each bringing their unique flair to the forefront. If you want to get your share of parenting hacks and lifestyle content, they’re a must-follow. 

1. Isha Borromeo

Known for her creative and down-to-earth parenting style, Isha Borromeo has become a go-to source for modern moms. 

Her content is a delightful mix of parenting tips, DIY crafts, and personal wellness. Isha stands out for her ability to make everyday motherhood look effortlessly stylish, yet genuinely relatable, resonating with a wide audience seeking practical yet chic parenting inspiration.

2. Andi Manzano

Andi Manzano is something else. More than a mom or a blogger, she captivates her audience with heartwarming family moments and raw parenting discussions. 

Known for her candid portrayal of motherhood, she shares the highs and lows with equal grace, making her as relatable as it gets. 

Her content often includes family adventures, self-care routines, and tips for balancing life with kids, making her a favorite among moms seeking both inspiration and authenticity.

3. Celine Cornejo

If you’re worried about your carbon footprint as a mom, look no further than Celine Cornejo. 

She stands out with her focus on eco-conscious and sustainable parenting. Her content is a treasure trove for those seeking to raise their children in an environmentally friendly way. 

Celine combines tips on green living with insights into parenting, offering a unique perspective that appeals to eco-minded families. So if you’re worried about how much trash you’re putting out, give her a visit and see what she has to offer!

4. Kryz Uy 

Meet Kryz Uy – the ultimate style icon for the modern mom on-the-go! With a flair for all things chic and a knack for nailing motherhood with elegance, Kryz is your new best friend in the world of fashion, travel, and family adventures.

Her content is like a breath of fresh air, perfectly capturing the art of stylish parenting. 

She’s the muse for moms who dare to sprinkle their family life with a dash of fashion and a pinch of wanderlust.

5. Louise Santos 

Introducing Louise Santos, a.k.a. Mommy Practicality, the real MVP for parents seeking no-nonsense, practical advice on motherhood.

Her content is a goldmine of down-to-earth, doable parenting tips and tricks. Parents love her because she keeps it real and achievable. 

Louise mixes practical know-how with a sprinkle of positivity, making her your go-to guru for tackling those everyday parenting hurdles with a smile.

6. Sky Gavin

Sky Gavin is the sparkling new face in the mom influencer galaxy, radiating energy and vibrant vibes. She’s the refreshing face in parenting circles, dazzling with her innovative ideas and fun-filled approach.

Her posts often include fun family activities, creative DIY projects, and insightful parenting hacks. 

Watch her posts light up your feed with delightful family activities, quirky DIY projects, and clever parenting hacks that are as enjoyable as they are insightful.

7. Saab Magalona

Saab Magalona is where cool mom vibes meet the eclectic world of music and pop culture. She’s not just sharing her motherhood journey; she’s remixing it with her love for the arts, giving us a playlist that’s as real as it is rhythmic.

Her content often reflects her journey as a mom, intertwined with her artistic interests, providing a relatable and culturally rich perspective. 

Sab’s flair for connecting her personal passions with the highs and lows of parenting makes her a standout voice. She’s not just a momfluencer; she’s a trailblazer for the modern, culture-loving parent

8. Via Austria

Via Austria captures the essence of joyful, everyday motherhood. Her content is a delightful mix of family life, DIY projects, and practical parenting tips. 

She’s the friend every parent wishes they had, known for her genuine warmth and an ability to turn everyday moments into something special. 

Via’s knack for sharing relatable experiences and crafty ideas transforms family time into an adventure in creativity.

9. Kris Lumagui

Kris Lumagui is known for her engaging and refreshingly honest insights. She’s like your savvy mom-friend who flawlessly juggles motherhood and beauty, offering pearls of wisdom for moms striving for that elusive balance.

Kris’s content is relatable, informative, and infused with a sense of fun, making her a go-to influencer for parents looking for realistic perspectives on family life.

10. Vien Iligan-Velasquez

Vien Iligan-Velasquez is the sage of modern motherhood, weaving wisdom into every piece of advice she shares. 

Her content is a curated collection of parenting gold, sprinkled with smart home organization ideas and nuggets of personal growth wisdom.

For those navigating the parenting journey and seeking practical, soulful inspiration, Vien is your guiding star—a must-follow in the universe of parenting influencers.

RELATED CONTENT:

• The Influencer: A Look at What Really Sets Off Change
• Crafting Authenticity in Influencer Partnerships from an Influencer Relations Manager
• Influencer Marketing Trends to Tap Into for 2024

M2.0 Communications is an influencer marketing agency in the Philippines that helps brands tell meaningful, data-driven stories.

The post Top 10 Momfluencers to Follow This 2024 first appeared on M2.0 Communications Inc..

As we step into 2024, the landscape of influencer marketing continues to evolve at an unprecedented pace. Influencers have emerged as the new royalty, wielding significant power in shaping consumer preferences and trends.

This year, we’re seeing a shift in how brands collaborate with influencers, with a focus on authenticity, niche targeting, and innovative content strategies. In this article, we’ll explore the cutting-edge trends in influencer marketing that brands need to tap into for 2024.

These insights will not only keep you ahead of the curve but also ensure that your marketing strategies resonate deeply with your target audience in an increasingly crowded digital space.

TikTok’s unbeatable influence

As we approach 2024, TikTok’s influence in the influencer marketing arena is set to intensify. Brands are shifting their focus and budgets to capitalize on the platform’s vast, engaged, and primarily younger audience. 

TikTok’s unique content format, prioritizing short, creative videos, is proving to be a powerful tool for authentic brand storytelling. Marketers are leveraging this to create compelling narratives that resonate deeply with viewers. 

The trend underscores TikTok’s rising significance as a key player in the influencer marketing space, promising innovative opportunities for brand engagement and audience growth.

Longer, more dedicated partnerships

2024 is witnessing a paradigm shift in influencer marketing towards long-term partnerships. Brands are increasingly favoring sustained collaborations with influencers over one-off campaigns.  

This approach fosters deeper connections between influencers and brands, allowing for more authentic storytelling and brand advocacy. Long-term partnerships enable influencers to genuinely integrate and represent a brand in their content, creating a more consistent and impactful presence. 

This trend signifies a move towards building enduring relationships and loyalty, both with influencers and their followers, enhancing the effectiveness and authenticity of influencer marketing strategies.

A focus on data-driven strategies

In 2024, influencer marketing is increasingly becoming a science driven by data. Brands are harnessing the power of analytics to shape their influencer campaigns, focusing on measurable outcomes and ROI. 

This data-driven approach enables marketers to identify the most effective influencers, tailor content to target audiences more precisely, and track campaign performance in real time. By leveraging insights from data, marketers can optimize their strategies, ensuring that their influencer partnerships deliver tangible results. 

It’s a trend that’s here to stay, seeing as it underscores the importance of data in crafting more efficient, impactful, and informed influencer marketing decisions.

Diversifying available platforms

As we delve into 2024, ‘Platform Diversification‘ is becoming a cornerstone in influencer marketing strategies. Brands are broadening their horizons, extending beyond traditional social media giants to newer or niche platforms. 

This diversification caters to varied audience preferences and captures unique market segments. It reflects an understanding that different platforms offer distinct advantages and community dynamics, allowing for more targeted and resonant influencer collaborations. 

This trend is a nod to the evolving digital landscape, where flexibility and adaptability in platform choice are key to staying relevant and maximizing the reach and impact of influencer marketing efforts.

RELATED CONTENT:

• Why are Filipinos so addicted to TikTok?
• 6 Influencer Marketing Campaigns from Successful Brands
• The Power of Filipino Influencers: A Look Into the How’s and Why’s of Their Influence

M2.0 is a communications firm helping brands stand out and engage their target audience through data-driven narratives. We specialize in PR advisory, influencer management, stakeholder communication, reputation management, crisis communications, and media training. Learn more about our work by visiting our case studies page.

The post Influencer Marketing Trends to Tap Into for 2024 first appeared on M2.0 Communications Inc..

A new phenomenon is on the rise: AI influencers. They’re born from cutting-edge technology and are redefining the landscape of influence and social interaction. As they carve their niche in the virtual realm, the burning question arises: Will AI influencers take over?

This isn’t just about digital avatars promoting products; it’s a profound shift in how we perceive authenticity, creativity, and engagement in the digital world. AI influencers, with their impeccable consistency, tireless work ethic, and customized content, are not just novel gimmicks—they are becoming key players in the marketing and entertainment industries. 

As they continue to gain traction, it’s essential to explore their potential impact and the implications for human influencers. Will these AI entities complement or overshadow their human counterparts? It’s the burning question on the minds of everyone who’s watching.

What is an AI influencer?

Before we can delve into whether AI influencers will take over, we first need to talk about what exactly they are. Don’t worry—it’s simpler than you might think.

An AI influencer is exactly what it says on the tin: influencers made with AI.

Basically, a computer-generated character or persona that is designed using artificial intelligence. Unlike human influencers who are real people, AI influencers are digital creations that can look and act like humans, but are entirely virtual. Here’s a simple breakdown.

Traits of an AI influencer

• Virtual appearance: AI influencers are designed to have a human-like appearance. They can look incredibly realistic or have a more stylized, cartoon-like design, depending on their intended use and audience.
• Programmed personality: They are programmed with certain personality traits, interests, and behaviors, which can be tailored to appeal to specific audiences or to represent certain brands and products.
• Social media presence: Just like human influencers, AI influencers often have accounts on social media platforms where they post content, interact with followers, and even collaborate with brands for marketing.
• Brand endorsements: AI influencers can be used by companies for advertising and brand endorsements, as they can be designed to perfectly align with the brand’s image and values.

AI Influencer example

Miquela, also known as Lil Miquela, is a prominent example of an AI influencer and one of the early trailblazers in this domain.

She has a significant presence on various social media platforms, most notably on Instagram. With this, she shares photos and videos like a typical influencer, showcasing her daily life, fashion choices, and collaborations with brands.

Her creators have even crafted a detailed backstory for her, giving her a personality and life story that resonates with her followers. This includes details about her hobbies, tastes, and even her thoughts and feelings, making her seem more relatable and human-like. 

All of these lend to her being more relatable as an influencer, but don’t take away from the fact that she’s completely AI.

How does this affect human influencers? 

The emergence of AI influencers, epitomized by figures like Miquela, marks a significant turning point in the influencer marketing landscape. Things are evolving, and they’re doing so quickly. 

This evolution is reshaping the dynamics of engagement, competition, and the very essence of influence and influencer marketing. After all–if authenticity is what works, then how is it that these AI-generated personalities are so successful? Can authenticity be faked, or is the success of AI influencers the result of something else?

At the very least, one thing is certain: they aren’t here to replace regular, good ol’ human influencers. In fact, collaborations aren’t entirely uncommon. 

There are things AI influencers can offer that human influencers can’t. In the same way, human influencers can reach out and connect with their audiences in a way that simply can’t be programmed. 

Think of the two types of influencers less as competitors, but as colleagues and collaborators in the same field. 

Generated genuinity

Yet, with the distinction between the authenticity of human influencers and the generated genuinity of AI counterparts like Miquela is stark.

While AI influencers bring innovative dynamics, there are compelling reasons why they are unlikely to eclipse human influencers in the immediate future.

• Authentic experiences vs. programmed interactions: Human influencers bring real-life experiences to the table, sharing authentic stories, emotions, and responses. This authenticity fosters genuine connections with their audience. In contrast, AI influencers, despite their sophisticated programming, lack the ability to experience life, limiting their scope to simulated interactions and manufactured narratives.
• Emotional connection: The emotional depth and relatability of human influencers are irreplaceable. Audiences often form bonds with human influencers based on shared experiences or emotions, something AI influencers cannot genuinely replicate. This emotional connection is fundamental in building trust and loyalty, key aspects of successful influencer marketing.
• Flexibility and spontaneity: Human influencers possess the innate ability to respond spontaneously to current events, trends, or audience feedback, showcasing a level of flexibility and adaptability that AI influencers currently lack. This spontaneity keeps the content fresh and relatable.
• Consumer trust and credibility: While AI influencers are gaining traction, consumer trust still heavily leans towards human influencers. The credibility that comes from being a real person, with real experiences and opinions, holds significant weight, especially in decision-making processes like purchases or lifestyle changes.
• The future landscape: While AI influencers represent an exciting advancement in technology and marketing, the human element in influencer marketing remains its cornerstone. The foreseeable future sees a landscape where AI and human influencers coexist, each catering to different needs and preferences within the market.

“Generated genuinity” aptly captures the essence of AI influencers—a fascinating blend of technology and creativity.

However, the inherent authenticity, emotional depth, and personal touch of human influencers ensure their continued relevance and dominance in the influencer marketing space for years to come.

ALSO READ: Crafting Authenticity in Influencer Partnerships from an Influencer Relations Manager

M2.0 Communications is a PR communications company that helps brands tell meaningful, data-driven stories. As an influencer marketing agency in the Philippines, M2.0 has built an extensive network of media contacts and social media influencers to support our partners with their PR and marketing strategies.

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How long can you scroll down your For You page without running into current news? Or a journalist explaining something going on right now? Somehow, it never comes off as overly preachy when they do it–that’s the unique skill of publications on TikTok.

From concise explainers that break down complex issues to lively recaps of current events, publications on TikTok are demonstrating an uncanny ability to draw in both global and local audiences. 

Rather than presenting news and information in a conventional format, these publications are leveraging TikTok’s short-form videos, eye-catching visuals, and viral trends to communicate ideas in an accessible and captivating manner. 

The result is a refreshing blend of credibility and creativity that resonates with a diverse audience, from tech-savvy millennials to curious Gen Z viewers. As we dive deeper into this phenomenon, we’ll explore how publications are not merely adapting to TikTok but thriving, setting new standards for what modern storytelling can be.

A culture of Chika

The term “chika” goes beyond mere gossip; it encapsulates a cultural phenomenon that speaks to sharing information, connecting with others, and maintaining an ongoing conversation about the world around us. 

It’s less about idle talk and more about a desire to stay in the loop and up to date. This needs to connect and share aligns perfectly with TikTok, where quick snippets of information can spark lengthy discussions, insights, and a sense of community.

In this TikTok, for instance, Rappler takes the opportunity to share some of the recent news going on in the country. Nobody wants to be left out. So, people are inclined to watch. 

Journalists on TikTok have tapped into this inherent cultural trait, crafting content that resonates with the Filipino audience’s craving for connection and information. By presenting the news and other essential updates in a way that mirrors a friendly chat, these publishers have successfully bridged the gap between traditional media and the conversational culture that thrives in the Philippines. 

Through engaging visuals, relatable narratives, and a genuine understanding of what it means to partake in “chika,” publications on TikTok are transforming the way Filipinos consume and interact with news and current events. The platform’s fast-paced and interactive nature has proven to be a perfect match for a culture that values staying connected, fostering an authentic dialogue that feels both modern and deeply rooted in tradition.

Trust in the name

With so many different sources, discerning fact from fiction has become a challenging endeavor. It’s hard to tell what’s true and what isn’t, making misinformation a huge threat to online literacy. 

The digital world is rife with fake news, making the pursuit of credible sources more critical than ever. Recognizable names–those with established reputations and a history of reliability–play a pivotal role in this quest for truth. Publications on TikTok, particularly those with widely recognized branding and proven track records, are leveraging this to their advantage.

When a user encounters content from a familiar publication on TikTok, the name alone can act as a seal of trust. It’s not just about the attractiveness of a celebrity or a famous logo; it’s an assurance that the content has been curated, fact-checked, and thoughtfully produced. 

Take this TikTok, for instance. The topic is something on the controversial side, making accurate news on it hard to find. But, since it’s got Inquirer attached to it, the video becomes much more credible at first glance. 

Whether it’s a renowned news outlet or a respected magazine, these recognizable names provide a reassuring anchor in the turbulent sea of online content. That’s why when someone sees a name like Rappler or Philippine Star on their For You page, they’re more inclined to stay and watch for a while. 

Journalists have become acutely aware of the power this trust holds, especially on platforms like TikTok, where content proliferates at an astonishing rate. They understand that their reputation can act as a gateway to engagement, drawing viewers into meaningful dialogue and critical reflection on the topics presented. 

By aligning their content with TikTok’s dynamic format while maintaining their recognizable and trusted identity, publications are successfully navigating the complex digital landscape. They are not only capturing attention but fostering a responsible and informed community of viewers, contributing to a more enlightened and trustworthy digital environment.

Content in action 

In the fast-paced world of digital media, immediacy and diversity of content are not just luxuries; they’re necessities. 

Journalists on TikTok have embraced this truth wholeheartedly, providing a wide stream of content that captures the current moment. From the latest news on pressing global events, an insight into current trends, a glimpse of viral videos, or exclusive celebrity updates, these publications have something for everyone.

Even something like this video from Kara David, one of the biggest journalists in the Philippines right now, can catch the audience’s attention. While she only talks about the history of ketchup, she turns the topic into something so much more interesting that viewers will want to learn more about. 

Its effectiveness is a mixture of her being a recognized journalist, along with the topic itself. You might not want to listen to just anyone talk about the history of ketchup, but when renowned Philippine Journalist Kara David does it? Your attention is on her and only her for the next minute and a half. 

It all boils down to the fact that she (and other journalists) know how to make things interesting. 

Along with this, the ability to update incredibly quickly is another facet that sets TikTok publications apart. With the ease of producing and uploading content, the news becomes immediate, trends are captured as they unfold, and the world is brought closer, all in real time. The platform’s unique format encourages continuous exploration, allowing users to delve into various topics with just a swipe of their fingers.

In this digital age, where attention spans are fleeting and the appetite for varied content is insatiable, publications on TikTok have found a winning formula. 

They have the comprehensive nature of a physical broadsheet compounded with the speed and dynamism of social media, effectively creating a platform that truly resonates with the modern audience. In doing so, they are not only redefining the way we consume media but reaffirming the timeless value of diverse and rapid information dissemination.

M2.0 Communications is a video production company that offers content creation, content development, and video production services to engage your target audience. Visit our case studies page to learn more about the brands we collaborate with.

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In the dynamic landscape of digital marketing, brands are constantly seeking novel ways to connect with audiences, and TikTok, with its meteoric rise to global prominence, has emerged as a goldmine of opportunity. 

It’s easy to assume that this platform, driven by catchy tunes and dance challenges, is simply another space for traditional advertisements. However, the reality is far more intricate. Innovative brands are harnessing the platform’s unique characteristics to redefine their outreach strategies, venturing well beyond the confines of standard commercials.

From recruitment initiatives that scout talent in the most unconventional of ways, to behind-the-scenes glimpses that showcase vibrant company cultures, TikTok is transforming into a multifaceted tool for brands. 

It’s not just about selling a product anymore; it’s about building a narrative, fostering engagement, and creating a digital ecosystem where brands and audiences can interact in more personal, profound ways.

Here are the top Filipino brands dominating TikTok right now: 

1. Shopee

Shopee is one of the best examples of a brand with a successful digital marketing campaign. They’ve been at the top of the game for a while now, having amassed over 5 million followers on their TikTok account. 

While their main focus is to drive their audience to e-commerce, they also have content that shows off things like their company culture and main office. 

Through these, viewers can get a glimpse of what it looks like to work at a company that they already know and love well. It humanizes the brand, putting faces behind the hard work to make their content more grounded and relatable. 

Along with this, it may even help Shopee find some of their future employees. 

2. Foodpanda 

If you spend any time at all on TikTok, then it’s a near guarantee that you’ve seen some of Foodpanda’s content around. 

Foodpanda cleverly takes advantage of food-related trends to show off their food know-how. While they’re technically a food delivery service, they still take the opportunity to make their own form of content. 

This kind of strategy is called trendjacking. That is, taking a look at what’s trending now and adjusting your content accordingly to ride the trend wave.

It’s a tough strategy to get into given how quickly trends shift, but when done right, it’s incredibly effective. Foodpanda is a testament to this, having amassed 430,000 followers on their account. 

3. Ayala Malls 

Ayala Malls makes content like vlogs going around their various stores, GRWMs, and POVs–essentially, videos that catch people’s attention. 

They understand that when it comes to making content for apps like TikTok, hard advertisements just aren’t going to cut it. Short videos that simply show off a product and nothing more simply have no effect on audiences when scrolling past them is easier than ever.

That’s why Ayala Malls grounds their content, making it relatable. Each video they post shows off what they can offer in a subtle, nuanced way that taps into popular and effective formats. 

This is the secret to their high number of views and engagements. 

4. Lazada 

As an online shopping platform, Lazada is another driver for engagement. They know exactly what their audience wants to see, especially coming off the heels of the pandemic. 

Online shopping remains at an all-time high in the Philippines, which lends to Lazada’s success and high follower count. Currently, they sit at over 5 million followers on TikTok, a count that is steadily growing. 

The videos that the account posts make use of trends that effortlessly blend into any person’s For You page. Each one shows off the types of products that viewers can find on their app, effectively driving them to e-commerce. 

5. OPPO Philippines

One of the key factors to success on TikTok as a brand is knowing the tone to take on when creating your content. OPPO shows off that they know exactly what this means. 

Their content shows off a deep understanding of this generation’s interests and sense of humor. Along with this, they also make use of video formats like unboxing videos which are highly effective when it comes to driving sales and engagement. 

With over a million followers on their TikTok account, they know that what they’re doing works. 

Overall, you may be able to observe one common thread among all of these brands: they put harder thought into the content that they push out. 

It’s not just about showing off a product, it’s about telling a story. It’s about making their viewers care about what they have. It’s about answering that critical question: Why should I care? 

Today’s fast-paced world shows that care is a commodity. If you want anyone to care about your content, you need to know the right way to tap into their interests. 

M2.0 Communications is a communications agency that offers social media management, content development, and video production services to engage your target audience. Visit our case studies to learn more about the brands we collaborate with.

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Here’s an unsurprising fun fact: did you know that as of January 2023, there are 42.8 million TikTok users in the Philippines? Considering the country’s current population of 117.4 million, that means about 36% of all Filipinos are on the app. 

This wouldn’t mean much, at first glance. After all, it’s easy to say that a lot of people are on TikTok–essentially like saying water is wet. However, when you also consider the fact that Filipino TikTok users spend an average of six days and 17 hours a year (for a total of 161 hours) on the app, things start to get a little bit more serious. That’s 36% of the country’s entire population glued to their screens for enough minutes (even hours) each day in the year, bit by bit. 

Think of it a little bit like this: imagine scrolling through the app for a week straight without eating, sleeping, blinking, or breathing. That’s how much time Filipinos spend on TikTok. 

With that in mind, the question that follows is no surprise: Why in the world are Filipinos so addicted to TikTok? There isn’t a single or even straightforward answer, but there are some very interesting ones. 

Filipinos love to watch things

If there’s one thing about Filipinos, it’s that we’re a video-forward kind of people. Our love for drama is heavily intertwined with our love for things like anime, teleseryes, and movies. It’s no surprise then that when given access to a platform that has a thousand videos perfectly curated to suit your likes and dislikes, Filipinos would latch on instantly. 

With this, Filipinos have an undeniable flair for the visual. Our cinematic history, teeming with teleseryes and blockbuster films, is a testament to this. 

Dive into any Filipino household during prime time, and you’ll see families huddled, sharing laughs and tears over the latest on-screen twists. TikTok, with its bite-sized, varied content, seamlessly integrates into this culture. 

The platform distills the drama, humor, and creativity Filipinos love into digestible segments, often no longer than a minute. It’s a near-infinite reel of entertainment, tailored to the viewer’s taste, creating a veritable buffet of visuals that’s hard to resist. Even more than that, it’s all accessible from the palm of your hand, with the swipe of your finger. 

Considering all of that, it becomes less and less surprising that so many Filipinos spend that much amount of time on the app. Using TikTok becomes less like a pastime or hobby, and more like a bonding experience. 

Filipinos find community on TikTok

It’s hard to match a Filipino’s unique sense of humor. While we do love our own fair share of international trends and memes, there’s nothing quite like the locally-grown content that shakes up our very own chain of inside jokes. 

Take Esnyr, for instance. He quickly rose to become a Filipino favorite on TikTok, amassing over 6 million followers on his account. His rise in popularity isn’t because he appealed to international audiences or brought global trends down to the local level, no. He told it exactly how it is: sharing stories and relatable experiences from his own life growing up in the Philippines. 

Videos like his that recount what it’s like to live in the Philippines resonate with viewers. We like to see our own experiences laid out on a screen for us–it’s relatable, it’s hilarious, and it feels good to be seen. Nobody wants to be alone, and knowing that someone out there shares the same struggles and experiences when it comes to the little things can add all the more to that addiction. 

Another good example of a Filipino content creator that taps into everyday life in the Philippines is Gigi. His videos take on a similar format of sharing POVs, but have a more “conyo” lilt to them. 

It’s the kind of thing everyone’s gone through at least once in their lives. His comment sections are full of people proclaiming “omg, so me” and letting him know that his videos are on point. In their words: “Kuhang kuha!” 

There’s even a strong community for those that love dancing on PH TikTok. With our very own locally-grown talent, we have a strong arsenal of content creators that make their original dances to popular songs–international or otherwise. 

Niana Guerrero is one of the best examples for this. She started as a kid and victim to her older brother’s pranks on their family vlogs but has since evolved into a well-known and well-loved dancer on the app. 

Much of her content features herself dancing to popular dance trends on the app, as well as coming up with some of her own original dances. She’s gone viral on an international level a few times as well, even going so far as to meet up with Sabrina Carpenter for a TikTok. 

And of course, with Filipinos’ unique sense of humor, they take dance trends to a new level. Given how most of the country is flooded for half of the year, videos like the one below pop up quite regularly. 

It’s the perfect marriage of showing off the local talent, yet poking fun at something everyone goes through at the same time each year. If that doesn’t exemplify community, then nothing else does. 

ALSO READ: How small-town Pharma Arshie Larga Became a TikTok Star

TikTok is built to be addicting

Lastly, it’s essential to note TikTok’s design itself. The platform is engineered to captivate. 

With its algorithmic precision, TikTok presents content it believes the user will enjoy, ensuring they remain engaged. The app’s “For You” page becomes a personalized theater, showcasing a near-endless stream of clips that appeal directly to the viewer’s preferences. 

It’s not just that Filipinos love TikTok—the app has been built to ensure that once you start scrolling, it’s hard to put down.

With this in mind, it’s easy to see how the app can be a powerful tool for shaping consumer behavior and driving customer engagement. Several different factors lead into it being so addicting, making it a reliable asset for getting your name out there. 

M2.0 Communications is a creative agency that offers social media management, content development, and video production services to engage your target audience. Visit our case studies to learn more about the brands we collaborate with.

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