Christina M. Holt
This article examines how and why brands choose small and large influencers. I retrieved marketing data based on brand influencers from Freestyle, a watch company, in order to answer these questions. The results showed that both large and small brand influencers are selected. However, there are significantly more smaller than influencers hired than large. This also revealed that brands hire both types of influencers in order to cover more ground when it comes to potential customers. From a marketing perspective, it might be more effective for brands to choose their influencers for factors like genuineness and credibility instead of following count.
Why Brands May Be Choosing Smaller Influencers Over Celebrities