Influencer marketing: beyond the hype

This article is part of a series of articles on influencer marketing. Read more.

The nuances to influencer marketing are many - there are vloggers and bloggers, creators and curators, nano, macro and, notably, micro. So what is a micro-influencer, why do they work, and how have other brands already engaged with them? Chelsea Carter and Will Rix from Whalar, named best influencer marketing platform by Digiday, explain.

What is a micro-influencer?

In 2019, the term influencer marketing has come to mean many different things to many different people. While the term loosely means the method for marketing through the use of influential content creators on social media, there are many representations of this method and it remains a largely nascent space.