Nano and Micro-Influencers Are the New Age A-list celebrities

Influencer marketing is changing globally, and India is leading the charge today and tomorrow. The iCubesWire India Influencer Conclave 2025 brought together debates on celebrity endorsements and the evolving role of nano and micro influencers as new-age A-list celebrities. This event wasn’t just another industry meet-up but a peek into the future of digital influence. Let’s Explore!

Are big celebrity endorsements losing their charm?

Brands have traditionally relied on Bollywood stars and cricketers to push products. However, the iCubesWire survey revealed a surprising shift in consumers trusting micro and nano influencers more than A-list celebrities. These smaller influencers bring authenticity, relatability, and deeper & personal engagement, making them the new-age celebrities of digital marketing.

The Rise, Revolution and Dilemma of Micro and Nano Influencers

There was a time when a million followers meant everything. Not anymore. Today, brands invest in influencers with niche communities rather than big-name stars.

But there’s a twist. While micro-influencers (under 50,000 followers) and Nano influencers (under 10,000 followers) dominate, brands and marketers may return to celebrity and mega-influencers.

What could be the reasons?

• The cost of working with micro-influencers has gone up.
• Social media is becoming oversaturated with too many influencers.
• Brands want higher reach and engagement, making bigger influencers more attractive.

However, smaller influencers aren’t out of the game. They are succeeding in user-generated content, brand collaborations, and affiliate marketing. The industry is adjusting, but authenticity remains the golden rule.

Should Influencers Have Creative Freedom?

This discussion tackles a tricky balance: How much artistic license should influencers get, and when do regulations step in? While brands want structured messaging, audiences crave raw, unfiltered content. Content creators must balance creativity and responsibility, maintaining authenticity while adhering to ethical and legal guidelines.

The Future of Influencer Marketing: What’s Next?

One of the standout moments is how technology is evolving storytelling. Content is no longer just about words and visuals; it includes AI, data, and personalisation elements, which are redefining the way stories are told.

A few key insights from the iCubesWire meet-up include:

• Sanjay Singal, CEO of Wagh Bakri Tea Group, shared how influencers are changing the food and beverage industry, making marketing feel more personal than ever.
• Prateek Lalani, Co-founder & CFO of Cravings, highlighted how influencer marketing is evolving, with creators now better understanding brand expectations, requirements and audience trust.
• Dr Falguni Vasavada shared that data and AI will enhance marketing, but storytelling always needs a human touch.

What’s Ahead for Influencers?

The industry is maturing, and influencer marketing isn’t about fleeting trends and following random story ideas. It’s about real connections, trust, and impact. What we’re witnessing now in terms of micro and nano influencers is just the beginning of a digital revolution.