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Influencers and microinfluencers are the ‘Holy Grail’ for Millennial-focused brands, claimed LaunchMetrics when they issued The State of Influencer Marketing in Fashion, Luxury & Cosmetics 2018, the fourth consecutive year it has been published. And LaunchMetrics reported an increasing understanding of this phenomenon as 76 per cent of marketers confirmed Millennials were the focus of their influencer marketing strategies.
“People connect with microinfluencers because of their authenticity and honest perspective,” Laura Brinker, Vice President of Beauty Brand Partnerships at product discovery platform Influenster told eMarketer in a separate report. “They feel as if they are a person just like them. And with authenticity at the core of what brands desire, they’ve started looking more toward smaller influencers with higher engagement rates.” …