Influencer marketers are moving away from campaigns with micro influencers and back to big stars. AdvertisementA few years ago, influencer marketers were ditching their plans to hire celebrity content creators for brand deals in exchange for influencers with smaller audiences. Micro influencers as a category of work dropped from 74% to 62% between 2023 and 2024, while nano influencer work fell from 37% to 28%. One micro influencer, Bethany Everett-Ratcliffe, said she'd felt this impact on her business. Other marketers have reported up to 20% cost increases among micro influencers between 2023 and 2024.

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Persons: —, Kim Kardashian, influencers, Linqia, Bethany Everett, Ratcliffe, she'd, Keith Bendes, Bendes, James Nord, Sabrina Carpenter's, Michael Cera's, Olivia McNaughten, Jonathan Chanti Organizations: Service, Blank, Viral, UGC Locations: Linqia, Everett