LATEST DEVELOPMENT
Omnicom's influencer agency Creo introduces AI-powered tool within its Omni platform to streamline connections between microinfluencers and major brands.
INDUSTRY TALK
"We believe influencer marketing is becoming another media channel. We've found that with these niche and rising influencers, the ROI is particularly high for brands."
BY THE NUMBERS
Recent research shows:
90% of brand deals controlled by top 7% of influencers
90%+ consumers believe microinfluencer content equals large influencer quality
66% of consumers seek niche content regardless of relevance
60% say microinfluencers sway purchase decisions
53% influenced by larger creators (comparatively lower)
KEY INVESTORS
New tool features include:
Google Gemini AI integration
Two-way conversation with brand briefs
Content ideation assistance
Brand suitability checks
Influencer certification program
INDUSTRY SHIFT
Market transformation includes:
Influencer marketing becoming standard media channel
Higher ROI from niche creators
Integration into broader social budgets
Creator storytelling emphasis
Evolving consumer attitudes toward sponsored content
THE BOTTOM LINE
As microinfluencers demonstrate stronger storytelling abilities and purchase influence than their larger counterparts, Omnicom's AI-powered platform aims to overcome the logistical barriers that have historically concentrated 90% of brand deals with the top 7% of creators.