Title: When It Comes to Influencers, Smaller Can Be Better
Summary:
This article from Harvard Business Review highlights the effectiveness of using smaller influencers for marketing campaigns, particularly in direct-to-consumer (DTC) marketing. The piece discusses research conducted by Bocconi University’s Maximilian Beichert and colleagues, which reveals that influencers with fewer than 10,000 followers often provide better returns on investment than celebrity influencers with large followings. The article emphasizes the importance of looking beyond the allure of high-profile celebrities and instead focusing on the impact of niche influencers who can more effectively engage with and influence their targeted audiences.
Key Points:
– The article debunks the myth that only A-list celebrities can be effective influencers.
– The research shows that influencers with fewer than 10,000 followers can deliver better sales results.
– Maximilian Beichert shares insights on how to maximize the impact of influencer campaigns.
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