Gen Next: Micro-influencers offer authentic engagement
Though there is room for both macro- and micro-influencers, the latter tend to come across as more authentic
24 June 2019 - 05:00
Today’s youth consumes a collective $44bn of spending power. However, traditional advertising appeals less to today’s youth than to previous generations. In this environment, influencer marketing has shown exponential growth in recent years.
To be successful, influencers must tell authentic stories that their followers can relate to, a panel of experts agreed at the recent Sunday Times 2019 Gen Next conference in partnership with HDI Youth Consultancy.
BL Premium
This article is reserved for our subscribers.
A subscription helps you enjoy the best of our business content every day along with benefits such as exclusive Financial Times articles, ProfileData financial data, and digital access to the Sunday Times and Times Select.
Already subscribed? Simply sign in below.
Questions or problems? Email helpdesk@businesslive.co.za or call 0860 52 52 00. Got a subscription voucher? Redeem it now