Eric Siu argues that micro-influencers deliver better ROI than celebrity endorsers like Kim Kardashian or Cristiano Ronaldo. Campaigns with micro-influencers are trackable, tied directly to sales, and repeatable quarter after quarter with clear budget justification.
How influencer marketing is moving into a more rigorous metrics-driven era. What you were seeing before with influencer marketing where people would be like, I need Kim Kardashian or Tom Brady or LeBron James or Steph Curry to promote one of my products. Oh, look at this, Cristiano Ronaldo, most popular Instagram user. We paid him $20 million for this campaign. And they're like, yeah, it got our brand really out there. Look at all these likes and engagements. And what companies are realizing is it's a big expense. expensive black hole, especially if you just do it with the big influencers. And they're like, wait, we just spent $50, $100 million on these influencers. But with micro-influencers, you can get a much better ROI. It's way more work because you have to recruit so many more people. Not only are we getting the branding exposure, we're actually driving direct sales and it's trackable and it's easier to not necessarily scale up, but continually do it quarter after quarter, year after year and get the budget because we can prove that it's driving ROI.
