I see brands collaborating more with micro-influencers instead of celebrities. Supposedly, micro-influencers have higher engagement and more trust with their audience. Do you think this trend is more effective for conversions, or is reach still more important?

Micro-influencers often deliver stronger engagement because their communities feel more personal. Still, the right choice depends on campaign goals and brand positioning.

Micro-influencers have gained traction because they often create more genuine interactions with their audience compared to big-name celebrities. Their recommendations tend to feel less like ads and more like authentic endorsements. An article that resonated with me recently was this one https://www.linkedin.com/feed/update/urn:li:activity:7361977442682429442 . It describes how micro-influencers often achieve higher conversion rates because their followers trust them on a personal level. While a celebrity endorsement might bring visibility, micro-influencers can generate more meaningful engagement and even better ROI. For brands with limited budgets, working with several smaller influencers across different niches can spread reach while keeping campaigns authentic. The shift reflects how audiences now value trust over pure exposure.