New Ideas in Marketing
Essential news for marketers, summarised by YouGov

Influencers with 1,000 to 5,000 followers observed the highest engagement rate at 8.8%. 

This piece says that micro-influencers, who have 10,000 or fewer followers, drive the most effective influencer marketing strategy with enhanced engagement and more clicks. A report by Mention says that there are millions of micro-influencers on Social Media for brands to choose from. This high number gives brands a better opportunity to reach out to more people. 

61% of people find information from micro-influencers, who are perceived as “people like me”, to be credible. These influencers are more relatable and better at peer-level interaction with consumers than celebrities. 

The author contends that micro-influencers are also less likely to have fake followers than celebrity accounts, which leads to more authentic consumer engagement. However, organisations should be careful about stats and ROI while dealing with a micro-influencer. 

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[10  minute read]

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