Influencer marketing is becoming a must, but how do you pick the right rep for your brand? To start, bigger isn’t always better: a Makerly study shows smaller scale influencers can have “hyper-targeted, ultra-loyal audiences” resulting in four times the engagement. Once you’ve scaled down, let your pick do their thing—they know their audience best, so controlling their content will only hurt their credibility and your bottom line. Finally, keep in touch with your influencer of choice; long-term relationships often yield better results than one-off collabs. (Forbes)
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