The world of social media is witnessing a significant shift with the rise of micro influencers, internal influencers from large companies that are gaining ground in the digital scene. While personalities like Virgnia Fonseca and Whindersson Nunes launch their own brands, new professionals emerge as corporate influencers.
These professionals, often specialists in specific niches, are being recognized by big brands and even by the Human Resources sectors to attract consumers’ attention in a more humanized way.
The micro influencers have a unique role, establishing horizontal communication with the public, providing a more friendly and authentic approach. Multinational companies are especially interested in cultivating “internal influencers” to create a closer connection with consumers.
CharityRx research highlights that 33% of Gen Z increasingly trusts tiktokers and micro influencers to obtain information, surpassing even doctors in terms of reliability. The global trend, with companies like PepsiCo e Unilever investing in programs to transform your employees into digital ambassadors.
PepsiCo launched the PEPfluencer program in 2019, developing internal talent to be brand ambassadors on social media. Initially focused on interns, the program has grown and now includes professionals from different areas. These PEPfluencers share company events, recognition, culture and projects, providing an authentic look at life at PepsiCo.
The results are impressive, with more than 1 thousand posts, 2 million views and a 90% growth in PepsiCo followers on LinkedIn. The program not only strengthens the brand, but also contributes to internal engagement and talent attraction.
Unilever has also adopted the strategy of developing internal influencers, the so-called U-Fluencers, since 2020. With 16 leaders from different areas acting as ambassadors on LinkedIn, the company seeks to amplify messages related to equity, diversity, digital transformation and other important topics. The strategy shows that LinkedIn users are three times more likely to trust information shared by employees than by CEOs or the company itself. The approach demonstrates the power of internal leaders to positively influence the perception of the company.
Want another example of success? A Nestle launched the Nestl Creators Program in 2021, initially focused on nano and micro content creators. In 2022, the program was expanded to include collaborators, creating the Nestl Influencers Program. More than 1,400 employees signed up, sharing their pride in working for the company and participating in monthly challenges related to Nestl initiatives and launches. The initiative highlights the importance of employees sharing their experiences, increasing the visibility of the employer brand. The program is voluntary, without remuneration, and aims to create a more authentic connection between Nestl, its employees and the external public.
These examples demonstrate how large companies are recognizing the value of micro influencers internal resources to build an authentic and engaging presence on social media. The strategy not only benefits the company’s image, but also strengthens internal engagement and contributes to attracting talent. The future of corporate social networks is being shaped by employees themselves, reflecting the growing trend towards more authentic and horizontal communication.
* With Exam information | Cover photo: Divulgao/Nestl
Follow Adnews on Instagrame LinkedIn. #WhereTransformationHappens
