- Safwan AMM
- 04 September, 2025
How Niche Influencers Are Quietly Changing the Game
Once upon a time, big brands only trusted big celebrities or mega-influencers with millions of followers. But today, things are changing. Consumers are tired of flashy ads and fake promotions. Instead, they listen to real people with real stories.
These people are not always famous. They may not have millions of followers, but their authenticity and expertise make them powerful. This is the rise of niche influencers – and according to Storyful’s Emerging Influencer Index 2025, they are reshaping industries from AI and health care to e-commerce, finance, wellness, and even football.
What Makes These Influencers Special?
Storyful, a global social intelligence company, didn’t just count followers or likes. Instead, they studied:
- Thought leadership – Are they trusted voices in their field?
- Network influence – How well are they connected across industries?
- Social influence – Are their ideas shaping conversations?
This unique method revealed 50 emerging influencers who are gaining ground. These aren’t household names, but they are the ones making people think, act, and buy differently.
👉 Example: Think of your local fitness trainer who shares honest tips on Instagram about healthy eating with everyday foods like paruppu or pol sambol. He may not have 1M followers, but his practical advice connects deeply with his small community. That’s influence in action.
Lessons From E-Commerce Influencers
One of the top names in the Storyful Index is Kurt Elster, known for his Shopify expertise. His story is inspiring:
- He started by helping a small bike shop move its website to Shopify.
- That simple project turned into a passion, and soon he focused only on Shopify.
- He built his reputation through podcasts, newsletters, and social posts.
- Today, his Unofficial Shopify Podcast attracts thousands of listeners who trust his advice.
👉 Real-Life Takeaway: In Sri Lanka, imagine a tailor in Pettah who starts sharing videos on how to sell clothes online through Shopify or Daraz. He doesn’t need a million followers. His niche knowledge can make him the go-to expert in the local e-commerce community.
Why Small Voices Matter More Today
Storyful’s research shows that people trust those who:
- Share real founder stories (not just success, but struggles too)
- Build micro-communities (small but passionate audiences)
- Stay authentic (genuine enthusiasm beats fake promotions every time)
👉 Example: A Jaffna-based organic farmer posting short TikToks about natural pest control. He won’t go viral worldwide, but within Sri Lanka, his content could inspire thousands of young farmers.
Platform Strategy Is Everything
Kurt Elster also shared how he tailors content for each platform:
- X (Twitter): Casual, real-time chats with e-commerce pros.
- LinkedIn: Professional, well-structured insights.
- YouTube: Deep-dive tutorials and podcast interviews.
- Facebook Groups: Beginner-friendly advice.
👉Tip: If you’re an influencer, don’t post the same thing everywhere. Share a short TikTok recipe, a detailed blog post, and a Facebook live Q&A – each platform loves different styles.
Key Takeaways for Brands and Creators
- Authenticity wins – People want honesty, not polished ads.
- Niche is powerful – Focus on one area (fitness, finance, farming, fashion) and own it.
- Micro-communities matter – Even 500 loyal fans can change a business.
- Storytelling builds trust – Share your journey, not just your product.
- Platform strategy drives growth – Customize content for each social media.
Final Thought
The world of influence is shifting. Brands don’t just need celebrities anymore. They need voices that people trust – whether it’s a Shopify expert in the U.S. or a home-based entrepreneur in Sri Lanka.
If you are building your personal brand or small business, remember:
✨ You don’t need to be loud. You just need to be authentic, consistent, and valuable to your community.
