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.