The last time Linqia published this report, in 2021, "micro" influencers (those with fewer than 100,000 followers) were the most in-demand partners for brands.
"Brands want fewer, bigger, better — they're really investing in deeper relationships with influencers," he told Insider.
In 2021, 90% of marketers said they planned to leverage micro influencers in their campaigns, according to Linqia.
But micro influencers haven't lost their appeal completely, and there's still a high demand from brands for their work, he added.
According to the survey, 69% of marketers said that engagement rates are the most important KPI.
Persons:
Cherie Luo, Linqia, Keith Bendes, Bendes, haven't, there's
Organizations:
Brands