For many years before the age of social media, influence was traditionally associated with movie stars, athletes and models. A couple of years ago, the word social media influencer became a by-word, with popular fashion and lifestyle personalities – and wannabes -- suddenly finding themselves under the spotlight, getting praised and inevitably bashed for flaunting their newfound semi-celebrity status

These days, no marketing campaign is complete without engaging influencers or “key opinion leaders” as many of them are more respectably referred to, as part of the PR/marketing mix.

The rise of non-celebrity influencers

However, a new trend is reshaping the landscape: the emergence of non-celebrity influencers. These individuals are ordinary people who have amassed a loyal following on platforms like Facebook, Instagram, YouTube, and TikTok. While many of them managed to grow hundreds of thousands of followers, there are influencers who fall into the nano- and micro categories with followers below 10k and 50k, respectively. Take note, however, that their relatively low number of followers does not make them less influential.

It's all about authenticity

One of the key reasons behind the growing popularity of non-celebrity influencers is authenticity. They tend to have a more genuine connection with their audience. Followers see them as ‘totoong tao’ (real people), rather than distant celebrities, leading to higher levels of engagement and conversion.

Take the case of popular Filipino vlogger Mercedes Lasac who’s behind Ka Mangyan Vlogs. The young lady hails from Mindoro Oriental, a province in the island of Mindoro, southwest of Manila. Based on the name of her page, she belongs to the Mangyan tribe which is indigenous to the Mindoro province. There is nothing fancy or extraordinary about the numerous videos posted in her vlog which is mainly about simple provincial living, from home cooking and rural living to her family life. And yet this ‘ordinary’ life that she shares with her viewers has attracted more than 7 million followers on Facebook alone!

Another interesting example of this is the vlogger behind the Miss Ginbilog account whose first video showing her drinking a full bottle of gin in one sitting became viral – gaining her millions of followers who continue to relate to her funny videos about her daily life and tagay (drinking) adventures. One may argue that her popularity now puts her among the ranks of celebrities, but her videos still reflect the ‘ordinariness’ of her lifestyle as she is still seen taking the tricycle, eating in neighbourhood eateries and just living her normal life. But take note that in recent months, she has been regularly engaged by a top local gin brand to appear in their events, has guested in a number of TV shows and even has a billboard endorsing a beauty product!
 

A niche ‘expertise’

Another factor fuelling the rise of non-celebrity influencers is their niche expertise. Many micro-influencers have built their following by focusing on specific topics or interests, such as fashion, beauty, fitness, travel, or personal finance and investment.  For instance, you may not have heard of the young Tiktok influencer behind @ready2adultph but her deep knowledge and passion for everything adulting – from living solo, to creating multiple income streams -- resonate with thousands of followers who follow her on social media. Thus, brands that promote investments and sustainable lifestyles would willingly collaborate with her as part of their campaigns.

A big factor may be their smaller follower base, but most non-celebrity influencers often have higher levels of engagement compared with their celebrity counterparts. They interact with their followers regularly, respond to comments, share personal stories, and provide valuable insights. 

Democratizing the landscape

The rise of non-celebrity influencers has also democratized the influencer marketing landscape. A few years back, we worked with a local brand of personalized baby apparel. Because of their limited budget, we recommended engaging nano- and micro mommy influencers to create awareness on their first collection. Thanks to these reliable non-celebrity influencers, this brand was able to create noise on socials and continue to sell thousands of pieces online, at a fraction of what a celebrity endorser would normally cost.

This democratization has leveled the playing field, enabling smaller brands to compete with more established brands and reach their target audience effectively, without spending millions of pesos.

Non-celebrity influencers also offer brands the opportunity to tap into niche markets and engage with highly targeted audiences. Whether it's buying/selling secondhand cars, going on motorcycle road trips or DIY home decor, there's an influencer for almost every niche imaginable.

Obviously, the growing popularity of non-celebrity influencers represents a significant shift in the influencer marketing landscape. Sure, they are non-celebrities. And their follower base might just be an iota compared to mega influencers. But one should not underestimate their power to influence. And as recent trends arguably prove, it probably won’t be long before they shed their non-celebrity status and be elevated to the expensive levels of social media stars.

(The article was first published by the Business Mirror in the Philippines.)