This content taps into social proof, enhancing trust by showing real people using products. Retail media networks are supporting this trend by expanding video ad placements on their platforms. Social commerce further reinforces influencers' roles as they drive direct conversions through features like TikTok Shop and Instagram Shopping, making social media a powerful tool for both discovery and purchase.

Perfect for small businesses breaking into local markets or global brands targeting specific demographics, nano and micro-influencers provide a flexible and precise approach to marketing. In today's world, where trust and authenticity are paramount, smaller influencers are proving that sometimes, less really is more.