Why even the biggest brands are favouring the power of micro-influencers

The rise of social media has seen a big increase in the use of brand influencers. In the last two years, “influencer marketing” as a search term on Google Trends has risen by 400%. But working with the right sort of influencer is critical – you must choose one which fits well with your brand and has an authentic voice. Biggest is certainly not always best when it comes to influencers.

Pepsi’s controversial...