How to avoid pitfalls in your micro-influencer campaign

Some marketing bigwigs are doubting the effectiveness of mid-level influencers and internet personalities. Is their impact limited or is your organization doing something wrong?

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In a recent interview, an anonymous marketing executive claimed micro-influencers are the biggest scam in marketing, made up of tiny influencers who will do anything for a kickback.

This argument might convince some, but to suggest all micro-influencers are desperate for any deal feels like a spurious assumption. The truth is this: If you’re not seeing returns from your micro-influencers or brand ambassadors, it’s more likely that your organization is doing something wrong.

How are executives misusing micro-influencers?

One of the first and biggest mistakes executives make is not looking at proper benchmarks for engagement for each tier of influencer. While traditional influencers can have millions of followers, micro-influencers typically have audiences of fewer than 100,000, and sometimes as few as 1,000 if they’re newer accounts.

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