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The biggest opportunity right now in marketing (huge shift happening)
Posted by on October 20, 2025 at 1:58 pmMost brands are still crazy about partnering with celebrity influencers like Kendall Jenner and other big social media stars.
But honestly, I think the real opportunity these days lies with influencers: everyday people ranging from a few hundred to a few thousand followers whose audience actually trust them.
Back in uni, I recalled I kept seeing friends post pictures of their Daniel Wellington watches on IG and didn't even realize I was basically a victim of nano-influencer marketing.
Seeing all these posts over time from different people subconsciouly had an effect on me- the brand was actually top of mind for me. (So I guess the $$$ budget they used was worth it)
I'm also pretty amazed by how even SaaS solutions who were once small e.g. Notion, Canva but are now big all gained traction quickly when they worked with small creators to drive growth.
No surprise I mean can you imagine working with Kendall Jenner to promote Notion/Canva ??
Don't get me wrong, she still has her appeal etc but when you work with these big celebrities, their endorsements are plenty and tend to feel less authentic.
Now, the tricking part is actually how to scale outreach without messaging hundreds of nano-influencers manually. (After you also spent thousand of hours reviewing their content, I am pretty sure you guys have experienced this…).
Personally, we started experimenting with tools like ParseBear and Aspire to help automate the discovery and outreach.
Why? Becuz honestly when you're running a business, you don't want to spend so many hours finding and then chasing influencers.
It's one of those little hacks that save hours, similar to how Cursor saved so much time for me as a developer…
Really can't imagine my life without all these different tools..
Life back then was simpler but harder defo without them.
What do you guys think? Do you guys experiment with working with these nano-influencers too as part of your social media strategy?
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1 Reply
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yeah and tbh im quite amazed by platforms like tiktok like what you mentioned – we tried with them previously to get some folks or nanoinfluencers to produce ugc and man, turned out better than expected. the algo is pretty good at just making sure as many ppl see it as possible if the vid is engaging enough.
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I agree, working with small creators often feels way more authentic than big celebrities. For my campaigns, I found Collabstr really helpful because I could hire creators to make authentic UGC content that actually resonates with my audience. It made running multiple campaigns much easier without losing the human touch.
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Totally agree on nano-influencers feeling way more authentic.
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