How to Stay Competitive in the Growing World of Influencer Marketing

Sperry embraced this method when it elected to go smaller with a 2016 campaign that partnered with more than 100 Instagram micro influencers. The boat shoe brand sought loyalists who were already sharing primo photos of the shoes via their personal Instagram bills and asked the clients to create in a similar fashion attractive photos for Sperry’s own account. The approach had less to do with ROI and more to do with widening the emblem’s social imprint, which could produce financial dividends in due time. Sperry saw what possibilities could arise from investing in niche influencers, like what Amazon did when it invested in the live streaming video platform Twitch.

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