What the rise of the niche and nano-creator means for influencer marketing

December 26, 2024

What the rise of the niche and nano-creator means for influencer marketing

As the creator economy swells, niche creators stand out capturing user attention and advertiser dollars.

Additional coverage:

How marketers are generating avatars in minutes using audio, images or videos and produce content with hundreds of different backgrounds, outfits, tones and languages or gestures.
While subscriptions are still a modest slice of Snap’s revenue pie, they’re giving the company’s top line a noticeable lift.
We discussed with our research panels CTV and streaming’s increasing appeal, the advice they’ve been sharing with clients about programmatic buying, and how they’re working more closely with creative agencies.

ICYMI:

More brands are beginning to export the benefits of influencer content via programmatic ads.
Our last Digiday+ Media Briefing of the year takes a look at the top trends from 2024, from AI licensing deals to referral traffic challenges.
Our last Digiday+ Future of TV Briefing of the year looks back at the top topics and trends that overtook the TV, streaming and digital video industries in 2024.

Other things to know about

Attend the Digiday Publishing Summit in Vail, March 24-26, for three days of learning and networking with top media execs from Forbes, Gannett, Condé Nast and more. Use the code SAVE2025 to save an extra $300 on passes, offer ends Dec. 31.
Commerce audiences represent a flexible approach to targeting that helps brands accurately predict a consumer’s next move. Sponsored by Criteo.
According to a new survey, when it comes to creative production, marketers see AI as being most efficient in content creation and personalization at scale. Sponsored by Instreamatic.

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What the rise of the niche and nano-creator means for influencer marketing