Influencer marketing involves bloggers, YouTube stars and social media celebrities talking about your product or service. Done authentically, it delivers 11 times the return on investment as traditional digital marketing. But it can also be expensive. UK fashion blogger Zoella charges a minimum of $10,000 per post. A Kardashian will cost you half a million.
While results can be good, with the biggest influencers you’re paying to tap a small percentage of their large number of followers. For real engagement, you need a micro-influencer. These are people with specialist interests and smaller audiences who often deliver higher engagement rates than the celebrity influencers. Oh, and they are much more affordable.