Micro-influencers: Expectation vs. Reality

What the talk is about

Daria Arzhanyk examines whether micro-influencers can really deliver marketing goals and concludes that this is largely a myth unless selection rules are followed. She advises against spending time on Instagram for games: formats are limited, conversions are low, and bloggers under about 50 thousand followers rarely work. On YouTube, micro-creators are not always cheaper, are hard to scale and carry higher operational costs. In a test with hundreds of small channels for a game-industry client, only a handful turned out to be real "pearls", so she recommends mixing small channels with mid-sized ones. On Twitch, small streamers are normal, and animated widgets with a real-time counter drive results. Useful for marketers and user acquisition teams planning influencer campaigns.