MediaPost – Think Macro, Act Micro: Study Reveals Sweet Spot Of Influencer Marketing
March 30, 2016
by Joe Mandese, MediaPost
At a time when marketers are increasingly focusing on the value of targeting so-called “influencers,” new research suggests they should be aiming lower down the food chain of celebrity endorsers, or even the kind of YouTube and social media micro celebrities that have been cutting lots of sweet deals. The study, which was conducted for word-of-mouth marketing experts Keller Fay Group by Wharton School marketing professor Jonah Berger using Expertcity’s unpaid influencer network, found that the class described as “micro influencers” is the sweet spot that brands should be targeting to spread their word.