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The mighty power of the micro-influencer: Going beyond the generic brand ambassadors

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There’s little doubt that influencer marketing is now a bona fide part of the marketing mix. A recent study by Affilinet found that UK consumers aged between 18 – 30 were five times more likely to purchase something promoted or reviewed by an influencer or a brand ambassador. It is the ability to bring authenticity to sponsored posts which has seen brands generate success from their influencer marketing campaigns.

As influencers become more prolific, and their audiences grow, so too do the fees they charge. Yes, that means a product or service potentially gets seen by more people, however marketers also need to take into account just how engaged and connected this larger following is. Is it possible for influencers with millions of followers to continually produce content that is relevant for and engages every single follower? – Read

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