INFLUENCER MARKETING: AN ANALYSIS OF ADVERTISING CAMPAIGNS WITH MICRO-INFLUENCERS IN REGIONAL NICHES

Resumen

Influencer marketing has become established as an important communication strategy in the digital environment, particularly given the growth of social media and companies’ need to build closer, more targeted relationships with consumers. In this context, micro-influencers have gained prominence because they engage with smaller, more segmented communities characterized by greater closeness, identification, trust, and interaction with their followers. This study aims to analyze the use of micro-influencers in advertising campaigns targeting regional niches, considering their contributions to bringing brands and consumers closer together, strengthening local communication, and encouraging consumer behavior. The research is based on a literature review and an analysis of studies related to influencer marketing, authenticity, trust, segmentation, and regional communication. The findings discussed indicate that campaign effectiveness is not necessarily related to an influencer’s number of followers, but rather to the quality of the relationship established with the audience, the compatibility among the creator, the brand, and the target audience, and the ability to adapt communication to the local context. Micro-influencers may also represent a strategic alternative for small and medium-sized enterprises, especially those operating in geographically defined markets. It is concluded that influencer marketing in regional niches has the potential to strengthen brands, increase their visibility, generate engagement, and encourage consumption, provided that campaigns are planned according to appropriate criteria for selection, authenticity, transparency, and results measurement.