The global influencer marketing market is expected to reach around $33 billion by 2025, up from $9.7 billion in 2020. It is a form of social media marketing in which brands partner with content creators to promote their products. The rise of digital technology has profoundly changed the marketing landscape, where traditional strategies are giving way to new models that focus on authentic and personalised interactions. Influencer Marketing has emerged as a powerful tool that allows brands to connect directly with consumers. However, a significant shift from version 1.0, which relied on celebrities, to version 2.0, which emphasises the role of nano-influencers, is reshaping the approach to the market. As evidence of their dominance, industry data shows that nano-influencers now account for 87% of all influencers on TikTok and 76% on Instagram, with the highest engagement rates of any group. This article systematically analyses nano-influencers’ role, arguing that their effectiveness stems from their ability to build social connections based on deep trust, reinforced by authenticity and intimacy. Through a synthesis of academic literature and industry data, the article will clarify the advantages, challenges, and prospects of this trend.
Keywords: Authenticity, Social media, digital consumer, engagement, influencer marketing, nano-influencers
