APRIL 9, 2018|SOCIAL MEDIA
Why Smart Brands Prefer Influencers With Smaller Audiences
For years, brands selected influencers based solely on how many subscribers, likes, follows or impressions they could get. Bigger was always better.
According to a report on influencer marketing, these “mega” influencers (those with 501,000 to 1.5 million followers) may be less preferred than “micro” influencers (those with 10,000 to 100,000 followers). This second group are more likely to have a narrower focus that better aligns with a brand’s goals rather than just being famous through marriage or having one hit song.
While the social media analytics firm publishing the report is not exactly unbiased, the conclusion is one that is long overdue for influencer marketing ... and hopefully one that more brands consider.
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A Short Backstory Of This Blog
This is a blog about non-obvious ideas. Originally launched on the Typepad platform in 2005 as the Influential Marketing blog, the stories at first focused mainly on digital marketing while Rohit worked at Ogilvy Advertising. In 2015 Rohit officially rebranded to the Non-Obvious Insights Blog and published his WSJ bestseller Non-Obvious. For the past twenty one years, this blog has coined new terms, introduced future marketing practices and inspired the next generation of non-obvious thinkers and marketers.
