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Micro- vs. macro-influencers

Caitlyn Milligan

Micro-influencers have a close-knit following, allowing them to engage with users who are genuinely interested in the brands they promote.

Tulane alumni from Bottega Veneta and Estée Lauder spoke about common influencer mistakes. One stated that fashion experts previously expected women seeking style inspiration to follow models with large numbers of fans. In reality, women do not base purchasing decisions on these models’ behaviors or posts, meaning brands were spending money to target this demographic through the wrong medium.

Remember, the point of engaging with micro-influencers is to create greater brand awareness with the correct audience.

– Becca Hartlieb, Gambel Communications

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