When It Comes to Influencers, Smaller Can Be Better
Alex Eben Meyer
Summary.
Though celebrity influencers get lots of attention, they often don’t produce sales. When Bocconi University’s Maximilian Beichert and colleagues looked at the data on close to 2 million purchases and hundreds of paid influencer endorsements, they discovered that influencers with fewer than 10,000 followers delivered far better returns. In this article Beichert shares his findings along with tips on getting the best results from influencer campaigns.You wouldn’t be in the minority if your impression of influencer marketing is A-list celebrities hawking products they’d never use. But the industry isn’t as homogeneous as you might think: For every Kim Kardashian, thousands of lesser-known influencers are having a dramatic impact on direct-to-consumer (DTC) marketing.