Eric Siu argues micro and nano influencers with 5k to 20k followers deliver better ROI than mega influencers for both B2B and B2C brands. Larger influencers have poor economics. Smaller creators require manual outreach but can be highly profitable.
I also believe in influencer marketer, but I think you need an influencer marketer whether you're B2C or B2B. I think it has a huge edge, but influencer marketing only works if you go after micro and nano influencers. So like sub-100,000 followers, sometimes you can go a little bit more, but the 10,000 followers, the 5,000, the 20,000, we're finding huge ROIs in them in both B2B and B2C. We're not seeing the economics or the ROI pan out well from larger influencers. The cost basis is just too high and we don't see them put enough time and energy and you have to reach out manually to get a a lot of these smaller influencers, but we're seeing the numbers add up and become extremely profitable.
