Читать книгу Digital Marketing - Annmarie Hanlon - Страница 23

Carol Scott, whilst director of marketing at a specialist influencer company, described micro-influencers as ‘everyday individuals with small, dedicated followings online’ (Scott, 2016, p. 1).

Writing in Adweek, Emma Bazilian provided a profile of a female millennial micro-influencer: typically aged between 18 and 34 with 2000 to 25,000 Instagram followers, attracting an engagement rate of 3% and higher. Their key topics were fashion, beauty, travel or fitness (Bazilian, 2017). Bazilian added that the brand marketers could employ these micro-influencers to promote and increase product and brand awareness and specifically to:

 Seed products

 Promote sample products

 Share unbox videos

 Create ‘how to’ videos

 Develop ‘day in the life of’

 Share trending content

 Attend events

 Promote discount codes

 Host product competitions