In the ever-evolving world of digital marketing, the influence of social media continues to grow. Traditional celebrities and high-profile influencers were once considered the pinnacle of brand endorsements, offering reach and appeal to large audiences. However, a shift is taking place. Today, more brands are choosing to collaborate with micro-influencers, i.e. creators with smaller, more niche followings. In conversation with Adgully, Raima Singh, Founder and CEO of Oak & Ivy Creative speaks about what?ÇÖs driving this trend, and why do smaller audiences often yield larger impacts?How did the idea for Oak & Ivy Creative come about, and what inspired you to start your own agency?The idea for Oak & Ivy Creative came from my passion for combining creativity with strategic business solutions. I wanted to create an agency that didn?ÇÖt just offer services but genuinely helped brands grow and communicate effectively in today?ÇÖs digital world. The name ?Ç£Oak & Ivy?Ç¥ itself holds a lot of meaning for me. ?Ç£Oak?Ç¥ symbolises strength and resilience, while ?Ç£Ivy?Ç¥ represents growth and adaptability. These are the values we aim to bring to our clients. After working in the industry for a few years, I saw an opportunity to build something where brands could not only stand strong but also grow sustainably. This combination of strength and steady growth is at the core of our mission, and it?ÇÖs what inspired me to start Oak & Ivy.Moving to today?ÇÖs trends, why do you think we?ÇÖre seeing such a shift toward micro-influencers, and what advantages do they offer over traditional celebrity endorsements?We?ÇÖre seeing this shift because brands are craving authenticity, and audiences are too. Micro-influencers, those with anywhere from 1,000 to 100,000 followers, tend to have closer, more genuine relationships with their audiences. Unlikemega-influencers or celebrities, who can sometimes feel removed or overly commercial, micro-influencers engage with their followers in a way that feels sincere and approachable. This type of connection builds trust, which is invaluable when it comes to brand recommendations.That authenticity sounds like a powerful tool for brands. How does the niche focus of micro-influencers play into this?Micro-influencers often focus on specific areas, whether that?ÇÖs sustainable fashion, gourmet food, fitness, or even niche hobbies. This allows brands to target a highly specific segment rather than casting a wide net. For example, a skincare brand specialising in clean beauty might find more value in working with micro-influencers known for reviewing eco-friendly products than with a general lifestyle influencer. These audiences are already interested in that content, which makes them much more likely to engage and convert.Speaking of engagement, would you say that micro-influencers often see more interaction from their followers?Definitely. One of the biggest advantages of micro-influencers is their high engagement rates. As follower counts rise, engagement often drops, but micro-influencers have smaller, more active communities. Followers are more likely to comment, share, and actually have conversations around their posts, creating engagement that feels authentic and amplifies the brand?ÇÖs message. It?ÇÖs not just about getting ?Ç£likes?Ç¥, it?ÇÖs about fostering genuine interaction.Are micro-influencers also more cost-effective for brands, and what are some other benefits they offer?Absolutely. Micro-influencers are a great option for brands with limited marketing budgets. While top-tier influencers often charge tens of thousands or even lakhs for a single post, micro-influencers provide the same level of trust and engagement at a fraction of the cost. This means brands can collaborate with multiple micro-influencers within the same budget, reaching a wider range of audience segments and maximising their ROI.Another advantage is flexibility. Brands can easily scale campaigns up or down based on their needs. Instead of relying on a single influencer, they can work with severalmicro-influencers across different platforms, which broadens reach and adds variety to their content. This approach allows brands to experiment and learn what resonates best with different audience groups, creating a tailored and impactful marketing strategy.How do micro-influencers help brands build long-term connections?Micro-influencers are known for building lasting relationships with their followers. When brands partner with them over time, they benefit from repeated exposure to an engaged audience. These ongoing interactions strengthen brand recall, building familiarity and loyalty that last beyond a single post or campaign.It?ÇÖs clear micro-influencers have a unique role in today?ÇÖs marketing landscape. Any final thoughts on the future of this trend?I believe the trend toward micro-influencers will continue as brands and audiences both priorities genuine, relatable connections. While celebrities andmega-influencers will always have their place, micro-influencers offer something special: smaller, highly-engaged audiences that resonate with authenticity. It?ÇÖs a reminder that sometimes, the biggest impact can come from the smallest, most engaged communities.