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
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.