The rise of micro-influencer marketing

If you can’t afford a Kardashian to pump your product, maybe you should target tastemakers with more modest—yet narrowly focused and engaged—followings.

Ragan Insider Content

When it comes to social media followers, sometimes less is more.

It might seem inefficient to target people with 10,000 followers rather than those with a million, but micro-influencer campaigns can reap huge PR and marketing benefits. Some call it “the new frontier of marketing.”

Micro-influencers have more followers than most people—typically in the 1,000 to 100,000 range—but fewer than celebrities and established luminaries in fashion, entertainment or sports. They tend to have a very engaged, loyal fanbase in niche B2B or consumer categories, and they are affordable even for small organizations. Superstars might have more reach, but they have less time to engage with fans.

For a flavor of what’s possible with micro-influencer marketing, here are four examples of successful campaigns:

Banana Republic

Banana Republic worked with Instagram micro-influencers who modeled its clothing in a variety of settings. Their posts included the #itsbanana hashtag.

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