Survey: Micro-influencers offer big rewards for brand managers

Do those online celebrities with smaller followings really have the engagement that some industry experts suggest? New research offers insights for your next influencer campaign.

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Just how successful can a “micro-influencer” be at engaging his or her audience?

As influencer marketing has become more mainstream, many marketers have pursued relationships with internet figures with smaller, more-devoted followings to reach new audiences on social media. Some experts even assert that a relationship with one of these niche internet stars can be more valuable than a partnership with a superstar.

Still, marketers would be justified in asking where to set the limits.

Influencer marketing is a relatively new marketing channel, and organizations that aren’t prepared for costly trial and error are looking for more information before jumping in.

A new survey from Uproar PR found that 71% of consumers prefer micro-influencers, and two-thirds of consumers report making purchases based on their posts.

Jessica Donelson, Uproar PR’s social media director, says branded posts from bigger celebrities can actually work against your organization.

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