Brands shifting to micro-influencers for marketing

[Image source: Getty images]

The East African | by Vincent Owino

Big brands are now turning to small-time social media influencers to boost their brand awareness and ramp up sales, resulting in a dramatic rise in influencer marketing in the last year.

A new report by global media monitoring firm, Meltwater, suggests that the number of sponsored posts shared by internet influencers rose to about 3.8 million last year, a 26.7 percent increase from the three million recorded in 2020.

Sponsored stories (statuses) also rose 33 percent to 16 stories per week, compared to 12 in 2020, indicating a growing trend of influencer marketing…

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