Bigger Pic: The real currency in marketing is… authenticity

A report from impact.com and Cube Asia shows that micro and nano influencers are steadily earning consumer trust, even as bigger creators face skepticism across Southeast Asia.

These smaller-scale voices are emerging as powerful partners for brands that want genuine, measurable connections.

Adam Furness, Managing Director for APAC at impact.com, unpacks how these shifts are reshaping the rules of marketing.

Produced and presented by Audrey Siek

See omnystudio.com/listener for privacy information.