Posted by Elena del Valle on October 8, 2019
By Isabel Rafferty
Isabel Rafferty, CEO, Canela Media
Photo: Canela Media
In this age of social media and personal branding, people are more attuned than ever to the PR-speak, photo-shopped images and marketing tactics that brands engage in. As a result, audiences have shown an affinity towards those brands that present a more “authentic” version of themselves – that is to say, a version that takes a more active role in addressing real world issues and promoting diversity. As a result, many brands have looked to influencer marketing to bring them additional credibility. However, as consumers grow increasingly cynical not only of brands but of the influencers who peddle their products, brands have to find new ways – and new influencers – to increase trust.
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