By Ayesha Salim

In the past, brands were mainly responsible for communicating their brand image directly to consumers. But now, thanks to the rise of ordinary people called ‘micro-influencers’, customers can spread the word about their favourite brands – and at a fraction of the cost that brands would normally pay a celebrity.

But choosing the right influencer to run a successful campaign is not as easy as it sounds. Many might have large numbers of followers but be expensive to get on board. Others might not be relevant for the brand’s target audience or be working with too many Read full story ›

Source: The Drum