When it comes to influencers, bigger isn’t always better. Larger accounts help brands gain exposure and increase awareness, but if the influencer doesn’t align with the brand, people likely won’t pay attention.
Kim Kardashian West has 105 million Instagram followers, but her audience (and price) isn’t ideal for every company. Aligning with a celebrity who makes the news for the wrong reasons could even lead to a negative marketing impact.
Marketers who let follower counts cloud their judgment may miss opportunities to drive real engagement through micro-influencers that their customers trust at a fraction of the cost.
When do micro-influencers make more sense?
Influencers want their posts to drive revenue for brands because they want repeat customers.