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The future is micro: How to build an effective micro-influencer programme

Author

Listed:
  • Alampi, Amanda

    (Account Director in Digital Strategy, MWWPR, USA)

Abstract

Influencers are in high demand because of their effectiveness in helping brands increase their return on investment. Recently, a new crop of influencers has begun to emerge, namely micro-influencers or ‘micros’. While these online tastemakers have modest followings, they are often reflective of their audience, and have a lot of trust, authority and authenticity — the perfect formula for powerful influence. This paper shows how Amnesty International experimented with a micro-influencer programme to educate Americans about family separation and detention. Amnesty International learned how these small influencers could be a powerful ally in educating audiences and inspiring them to take action.

Suggested Citation

  • Alampi, Amanda, 2019. "The future is micro: How to build an effective micro-influencer programme," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 7(3), pages 203-208, December.
    • Handle: RePEc:aza:jdsmm0:y:2019:v:7:i:3:p:203-208
    as

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    More about this item

    Keywords

    influencer marketing; social media; nonprofit; digital marketing; brand awareness;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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