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An influencer with a smaller but more loyal following might be the way to go for brand marketers looking to reach their target audience.
“Influencer marketing is still effective when they’re looked at as peers,” said Kyla Brennan, the founder and CEO of HelloSociety, an agency that connects brands with influencers for specific campaigns. “When it comes to celebrity accounts, who have maybe millions of followers nobody actually believes that a celebrity is a real fan of a product they’re trying to sell,” said Brennan.
HelloSociety, which was acquired last year by the New York Times, has found that “micro”-influencers, or accounts with 30,000 or fewer followers, are more beneficial for marketers to work with.
According to the agency, 60 percent higher campaign engagement rates are driven by micro-influencers; those campaigns are 6.7
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