Buy or nurture? Two approaches to using micro-influencers

Marketers are rethinking whether celebrity influencers are such a good way of using social media; the micro-influencer, however, with an existing relationship to the brand can provide a more fruitful opportunity.

Celebrity influencers continue to make headlines, but not necessarily for the right reasons. When reality TV star Kylie Jenner said in February 2018 that she didn’t use Snapchat any more, shares in the parent company dropped 6.1%, wiping more than $1bn off the market value of Snap Inc.

And even when celebs are using social media, marketers can’t necessarily rely on them getting things right. At Marketing Week Live (London, March 2018), Samantha Monk, director of client strategy at media intelligence business Meltwater, related how one unnamed US sporting hero in receipt of a significant sum from a brand had...

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