Blog | Excellence LA

2025 Performance Marketing Tool of the Year: Micro-Influence

by The Excellence Agency | September 15 2025

Once upon a time, the influencer landscape was ruled by mega-stars with millions of followers. But in 2025, micro-influencers—creators with between 10,000 and 100,000 followers—are stealing the spotlight. Why? Because they deliver what matters most in performance marketing: authentic engagement, measurable ROI, and hyper-targeted audience reach.

As brands double down on data-driven storytelling and conversion-focused campaigns, micro-influencers have become the secret weapon in marketing strategies across industries—from beauty to hospitality to fintech. Let’s unpack why they’re dominating the performance marketing conversation in 2025.

Engagement Rates That Outperform Big Names

Micro-influencers consistently deliver higher engagement rates than their mega and macro counterparts. According to Influencer Marketing Hub’s 2025 Report, micro-influencers average a 6.4% engagement rate, compared to 1.7% for mega-influencers.

Why This Matters for PR & Marketing Pros:

Authenticity Over Reach: Smaller audiences often feel like tight-knit communities, meaning followers trust recommendations more.
Cost-Effective Partnerships: Micro-influencers typically charge 60–80% less per post than macro influencers, allowing brands to scale campaigns without blowing budgets.
More Conversions: Studies show micro-influencer campaigns drive 22% higher conversion rates compared to celebrity-led promotions.

Example: A mid-tier fashion retailer in 2024 reported that micro-influencers generated 3x more referral traffic than macro influencers, even with half the spend.

Precision Marketing Through Niche Communities

Performance marketing thrives on reaching the right audience at the right time—and micro-influencers excel here. Their niche focus, whether it’s vegan skincare, AI tech reviews, or wellness travel, creates laser-focused audience alignment.

PR Implications:

Audience Segmentation: Brands can partner with multiple micro-influencers across niches, effectively creating a portfolio approach to audience targeting.
Localized Impact: For hospitality, food, or retail, micro-influencers bring regional credibility, driving foot traffic and local buzz.
Data-Driven Campaign Design: Niche influencers provide cleaner, more actionable data for campaign optimization.

Stat to Note: 71% of marketers say micro-influencers help them reach niche audiences more effectively than paid ads (Statista, 2025).

Measurable Return on Investment

In 2025, brands are scrutinizing every dollar spent. Micro-influencers offer the perfect blend of trackability and performance metrics. With advanced tools like affiliate links, promo codes, and AI-powered attribution models, marketers can directly tie influencer content to sales.

How Micro-Influencers Deliver ROI:

Affiliate Conversions: Campaigns structured around affiliate partnerships show 20–30% higher ROI than traditional flat-fee sponsorships.
Attribution Transparency: Brands can monitor end-to-end performance, from impressions to checkout, making budget allocation more efficient.
Always-On Content Strategy: Micro-influencers often post more frequently and organically, creating an ongoing content funnel that fuels retargeting campaigns.

Example: A 2025 Shopify case study found that micro-influencer affiliate campaigns delivered an average $7.40 return for every $1 spent, outperforming PPC ads in the same category.

The Trust Economy: Authenticity is Key

Consumers are increasingly wary of polished, over-produced influencer content. Transparency, relatability, and trust are now the currency of performance marketing—and micro-influencers are cashing in.

Key Shifts in Consumer Behavior:

84% of Gen Z say they trust micro-influencers more than celebrities (Morning Consult, 2025).
Micro-influencers tend to engage directly with followers through DMs, comments, and live streams, creating community-driven advocacy.
Authentic content outperforms staged ads—UGC-style posts from micro-influencers convert 50% better than brand-produced ads.

Example: In 2024, a wellness brand saw a 45% lift in brand trust scores after pivoting from macro-influencer campaigns to micro-influencer partnerships.

In Conclusion: Micro Influence = Macro Impact

Micro-influencers aren’t just a cost-saving tactic—they’re redefining what performance marketing looks like in 2025. Their ability to drive authentic engagement, deliver measurable ROI, and connect with niche communities makes them indispensable for brands looking to cut through the noise.

In a world where authenticity is the new currency and every marketing dollar is scrutinized, micro-influencers are proving that smaller can indeed be stronger.

2025 Festival Season Predictions: What’s Next for PR & Marketing?

by The Excellence Agency | February 27, 2025

Festival season is more than just music, fashion, and viral moments—it’s a goldmine for brand activations, influencer partnerships, and cultural storytelling. As we move into 2025, PR pros are recalibrating their strategies to match evolving consumer expectations, new digital trends, and a growing emphasis on experiential authenticity.

From AI-driven personalization to hyper-curated festival experiences, here’s what we predict will dominate the 2025 festival season.

The Era of Hyper-Curated, Niche Festivals

Gone are the days of one-size-fits-all mega-festivals. With Gen Z and Millennials craving hyper-personalized experiences, 2025 will see an explosion of niche festivals catering to ultra-specific communities.

Why This Matters for PR:

Micro-Influencer Takeovers: Brands will shift from mega-stars to micro and nano-influencers with deep connections to niche audiences.
Brand Partnerships With a Purpose: Expect more sponsorships that align with festival themes, such as wellness brands at Reset Retreat Festival or tech brands integrating with AI Art & Music Fests.
Localized Storytelling: Regional festivals will focus on community-driven narratives, allowing PR teams to craft geo-targeted campaigns rather than broad, generic messaging.

Example: A 2024 report by Billboard found that 67% of festival-goers prefer boutique festivals over mainstream events, citing a desire for more immersive and meaningful interactions.

AI-Driven Festival Experiences & Marketing

AI will play a major role in both festival logistics and marketing campaigns. From personalized itinerary recommendations to real-time social media analytics, brands will harness AI to optimize engagement.

PR Implications:

Predictive Personalization: AI-powered tools will help brands anticipate festival-goers’ behaviors, offering tailored experiences.
AI-Powered Influencer Matching: Instead of manually scouting talent, PR teams will use AI to identify high-impact influencers who align with festival audiences.
Automated Social Listening: Brands will monitor sentiment in real time, reacting instantly to trends, complaints, and viral moments.

Example: Coachella 2025 is expected to launch AI-powered VIP upgrades, where guests receive real-time exclusive offers based on their on-site behavior.

Sustainability as a Non-Negotiable

Eco-consciousness isn’t just a trend—it’s a demand. Festivals are under pressure to implement circular economy strategies, and brands that fail to align with sustainability will face major reputation risks.

How PR Pros Can Adapt:

Greenwashing Won’t Cut It: Audiences will scrutinize sustainability claims, meaning brands need concrete, measurable impact reports on their festival initiatives.
Sustainable Merch & Gifting: Expect a rise in digital swag, plant-based fabrics, and biodegradable promo materials.
Eco-Centric Brand Collaborations: Festivals will increasingly favor sponsors with strong ESG (Environmental, Social, and Governance) commitments.

Example: Glastonbury 2025 has pledged to go 100% plastic-free, forcing brands to rethink traditional sampling methods.

The Metaverse & Hybrid Festival Experiences

The IRL vs. digital debate is over—hybrid is the future. Festivals will integrate metaverse elements, allowing fans to experience performances and brand activations in virtual worlds.

Key PR Takeaways:

Digital-Only Sponsorships: Brands will launch NFT-based giveaways, virtual merch drops, and exclusive digital meet-and-greets.
Live AR Shopping & Interactive Ads: Festival-goers will use AR filters to "try on" products or shop limited-edition festival merch directly from their phones.
Global Reach Through Virtual Access: Hybrid festivals will allow brands to engage with international audiences without the physical limitations of a single event.

Example: Tomorrowland 2025 plans to offer a fully interactive digital twin, where virtual attendees can explore sponsor booths, watch performances, and even network in avatar-based VIP lounges.

Crisis Management & the Importance of Real-Time PR

With social media amplifying every logistical mishap, PR teams must be proactive rather than reactive. From weather-related cancellations to artist controversies, real-time crisis communication strategies will be essential.

PR Best Practices for Festivals in 2025:

AI Chatbots for Instant Responses: Brands and festivals will deploy AI-powered chatbots to handle FAQs and crisis control.
Live Social Monitoring: Dedicated teams will track festival-related conversations in real-time, allowing for immediate responses.
Preemptive Reputation Safeguards: Expect more pre-event media training, influencer brand safety guidelines, and pre-drafted crisis response templates.

Example: After Fyre Festival’s PR disaster, brands are hyper-aware of the reputational risks tied to festival sponsorships, making risk assessment a crucial step in 2025 campaign planning.

The Bottom Line: 2025 Is the Year of Authenticity & Immersion

The festival PR playbook is evolving. In 2025, brands must go beyond surface-level sponsorships and craft experiences that are:

✔️ Personalized (leveraging AI-driven insights)
✔️ Immersive (blending digital + physical experiences)
✔️ Sustainable (backed by real action, not just buzzwords)
✔️ Crisis-Proof (prepared for social media scrutiny)

As festival culture shifts towards community-driven engagement, PR teams have a golden opportunity to create authentic, high-impact brand moments that resonate far beyond the main stage.

Is Black Friday just another PR stunt?

by The Excellence Agency | December 4, 2024

For years, Black Friday has been a hallmark of consumer culture—a frenzy of midnight lines, doorbusters, and the thrill of snagging "once-in-a-lifetime" deals. But in 2024, many shoppers and industry insiders are asking: has Black Friday lost its authenticity and transformed into a glorified PR stunt?

With headlines buzzing about "discounts" on inflated prices and extended sales periods diluting the sense of urgency, it’s worth dissecting whether Black Friday is still a retail phenomenon or simply a showcase of strategic brand positioning.

The Numbers Don’t Lie ... or Do They?

A 2024 survey by Retail Dive found that 58% of consumers believe Black Friday discounts are "misleading" due to inflated pre-sale pricing. The Federal Trade Commission (FTC) has also flagged multiple retailers for artificially raising prices just before offering markdowns, a practice that undermines the supposed savings.

Average advertised discount: 23% (down from 28% in 2020).
Percentage of consumers who think Black Friday is overrated: 45%, up from 30% in 2018 (Statista).
E-commerce revenue growth on Black Friday 2024: a mere 2% increase year-over-year compared to double-digit growth a decade ago (Adobe Analytics).

Meanwhile, brands are stretching the event across entire months—“Black November,” anyone?—a move that analysts call "scarcity dilution". By turning the once-exclusive shopping day into an elongated campaign, retailers trade the halo effect of Black Friday for a long-tail strategy that spreads out sales but erodes consumer excitement.

PR Spin vs. Consumer Reality

What’s driving this shift? For many companies, Black Friday is less about actual sales and more about brand storytelling. It’s a chance to dominate headlines, trend on social media, and position themselves as category leaders without necessarily delivering the deep discounts shoppers expect.

Examples of PR Tactics in 2024 Black Friday Campaigns:

Influencer-Driven Promotions: Brands like Best Buy and Target leveraged influencers to tout "exclusive deals," creating the illusion of scarcity even when those deals were available for weeks.
Immersive Brand Activations: Amazon hosted “Black Friday Live” events with celebrity appearances, shifting focus from price cuts to experiential marketing.
Sustainability Narratives: Patagonia and Allbirds used the occasion to amplify their social impact messaging, donating percentages of sales to environmental causes—a CSR-driven differentiation strategy.

In short, companies are pivoting from price-led communications to values-driven campaigns, turning Black Friday into a platform for earned media coverage rather than purely transactional interactions.

Does It Still Work?

Despite these shifts, Black Friday remains a cultural moment. According to the National Retail Federation (NRF), 77 million Americans shopped in-store or online this year, proving that the day still holds sway. However, the same NRF report highlighted a troubling stat: 34% of shoppers felt buyer’s remorse, citing the lack of genuine savings as a key reason.

For PR professionals, this signals a clear takeaway: authenticity matters. The savvy, digitally empowered consumer of 2024 sees through empty marketing ploys. To maintain trust and engagement, brands must lean into transparency, using Black Friday as an opportunity to foster brand affinity rather than short-term sales gains.

The Verdict: A PR Stunt, But a Strategic One

Yes, Black Friday in 2024 has undeniably morphed into a calculated PR play, leveraging buzzwords like “exclusive,” “limited-time,” and “unbeatable” to drive clicks and foot traffic. But for brands that execute thoughtfully, the day still offers a chance to build their brand equity, tell compelling stories, and engage audiences at scale.

In the end, Black Friday's future may hinge on brands’ ability to balance transactional value with emotional resonance. Discounts alone won’t cut it anymore—shoppers are looking for brands that deliver both savings and substance.

So, is Black Friday dead? Not quite. But it’s no longer the deal-driven frenzy of yesteryears—it’s a carefully choreographed PR spectacle, one that works best when paired with authenticity and innovation.