To understand why brand marketers across the globe are beginning to work more with microinfluencers, eMarketer’s Jasmine Enberg spoke with Laura Brinker, vice president of beauty brand partnerships at Influenster, for the eMarketer report, “Global Influencer Marketing: What Platforms to Use, Policies to Follow and the Paths to Purchase Around the World.” The report contains an overview of the state of influencer marketing worldwide, as well as tactics for working with influencers of varying audience sizes in 13 key countries and regions. (We define a microinfluencer as an influencer with 1,000 to 10,000 followers.)
Influenster, which started as a sampling box and is now a product discovery and review platform, works with influencers of all different sizes, but is primarily focused on microinfluencers, or consumer advocates. And Brinker says that’s the direction the influencer market is generally headed. Read the rest at eMarketer.