July 12, 2016
by Adweek, Social Times

“The bigger, the better” mentality has traditionally been indicative of a successful advertising or marketing campaign. This had led to the long-held belief that only the brands that shell out for celebrity endorsements or the most popular YouTube sensations are the ones that get remembered and drive the best results.

However, many brands are now opting to work with smaller, up-and-coming social media stars to reach more targeted audiences in a meaningful way and at a fraction of the cost–a strategy that has proven to be extremely successful and has called into question whether “the bigger, the better” still holds true.

Original article here.