Micro Influencers are not ads but trusted recommendations

I found a very inspiring video from the digital marketing industry that has economic insights:

The video is long. Here’s what I found interesting:

The core claim is, micro-influencers (10K–100K followers) deliver positive ROI ~36% of the time. Mega-influencers lose money in 59% of campaigns. Follower count is a poor predictor of returns.

Why: Micro influncer is “community based distribution”, like not ads but genuine communication. Engagement is ~4x higher than branded accounts, and you can activate ~100 micro-creators for the cost of one celebrity.

You can activate a hundert micro influencers for the price of one celebrity partnership. So the strategic move isn’t go big or go home, it’s go target, go trusted, and scale what works.

The idea is great and touches on an important topic. It would be even better if the author have published their data!