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

Amanda Alampi
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Amanda Alampi: Account Director in Digital Strategy, MWWPR, USA

Journal of Digital & Social Media Marketing, 2019, vol. 7, issue 3, 203-208

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.

Keywords: influencer marketing; social media; nonprofit; digital marketing; brand awareness (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jdsmm0:y:2019:v:7:i:3:p:203-208

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