45. Don’t grow your fol­low­ers

Elle (Canada) - - Radar -

You with the 39 In­sta­gram fol­low­ers, re­joice! We are now in the time of the “mi­cro-in­flu­encer,” which ba­si­cally means that brands have twigged to the fact that just be­cause some­one has 1.2 mil­lion fol­low­ers doesn’t mean he or she nec­es­sar­ily has a de­voted au­di­ence ad­ver­tis­ers can speak to. In­stead, it’s all about peo­ple who may have smaller, nicher num­bers— but dang it if their fol­low­ers don’t lis­ten when their mi­croin­flu­encer of choice tells them to do some­thing.

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