superstars. They may be easier to
connect with, and because they’re
content creators (social posts, blogs and
videos), they tend to take on a more
down-to-earth, conversational tone as
well. These influencers have attracted
the most attention from brands and
have become the new celebrities for
millennials.
Example influencer: Kathleen Barnes
Instagram handle: @kathleen_barnes
Followers: 368,000
KATHLEEN BARNES
EMILY FOGARTY
3.
Micro-Influencers
Micro-influencers are everyday
consumers who have relevant
influence. They are niche players and
industry experts with followings in the
range of 500 to 20,000. Brand
ambassadors fall into this category as
well. Followers of micro-influencers love
to engage and they often do so at a rate
of 25 percent and higher. Although they
are the easiest to reach and connect
with, they vet their sponsors carefully
because their reputations depend on
their credibility. They won’t endorse a
low-quality product or anything that
doesn’t align with their interests. You’ll
know exactly what their interests are
because they’ve listed them in their bios
and frequently share content about
them. Their fans follow them precisely
because of those interests.
Example influencer: Emily Fogarty
Instagram handle: @emiilyfogarty
Followers: 11,000
What is influencer
marketing?
Basically, it’s today’s digital-age version
of word-of-mouth referrals. Social
influencer marketing focuses on key
individuals rather than the target market.
(contInUEd on PAgE 56)
EMILY FOGARTY
54
PULSE
■
August 2018