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The most common approach to creating an influencer marketing strategy is to go after the larger names since they offer a bigger audience reach and better return on ad spend. Although that works, there is also another approach which is to focus on smaller-scale influencers know as 'micro' or 'nano' influencers.
Micro influencers can be extremely valuable to your business even though they have a smaller audience. If there is a local micro influencer that only has 1,000 followers but all of them are local business owners your promotion can potentially have a larger impact as opposed to a broader reaching campaign.
Every micro influencer has a different audience so it's important to take a deeper look into your specific target audience to ensure you are taking the right approach when jumping into influencer marketing.
Take a look at the infographic from the team at Planoly that helps break down the process of how to work with micro influencers: