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...