reply to Brands have been increasingly using influencers as a vital component of their Integrated Marketing Communications $($IMC$)$ strategy. One notable trend is the shift towards utilizing micro influencers on platforms like YouTube and TikTok rather than traditional celebrities such as Hollywood stars or professional athletes. An excellent example of a brand that has successfully embraced this approach is Gymshark, a fitness apparel company known for collaborating with fitness enthusiasts who have built a strong following on social media.

Using social media influencers, especially micro influencers, can be more effective for brands in advertising and promotion for several reasons. Micro influencers often have a more engaged and niche audience that trusts their opinions and recommendations. This high level of trust can lead to increased credibility and authenticity in the eyes of consumers, resulting in higher conversion rates and brand loyalty.

Micro influencers are typically more cost$-$effective for brands, allowing them to reach a larger audience at a lower cost compared to macro influencers or celebrities. Micro influencers often produce more personalized and relatable content that resonates with their followers on a deeper level, leading to higher levels of engagement and interaction.