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The future is micro: How to build an effective micro-influencer programme
Journal of Digital & Social Media Marketing,
7
(3),
203-208
(2019)
Abstract
Influencers are in high demand because of their effectiveness in helping brands increase their return on investment. Recently, a new crop of influencers has begun to emerge, namely micro-influencers or ‘micros’. While these online tastemakers have modest followings, they are often reflective of their audience, and have a lot of trust, authority and authenticity — the perfect formula for powerful influence. This paper shows how Amnesty International experimented with a micro-influencer programme to educate Americans about family separation and detention. Amnesty International learned how these small influencers could be a powerful ally in educating audiences and inspiring them to take action.
Keywords: influencer marketing; social media; nonprofit; digital marketing; brand awareness
The full article is available to subscribers to the journal.
Author's Biography
Amanda Alampi is an Account Director in Digital Strategy at MWWPR, where she oversees a portfolio of corporate communications and reputation management clients. She previously worked for Amnesty International USA, where she oversaw social media, creative and brand for the US market and membership. Amanda also teaches social media and cause marketing at Fordham University. She has a BA and an MPA, both from New York University.
