Retailers are shifting their marketing dollars from celebrities to micro influencers with the hopes of capturing a more authentic and natural customer base.
Research from Rakuten Marketing found that although companies are spending roughly the same amount of dollars on social media influence ads, far less is being paid to celebrities. Instead, companies are focusing roughly $1 million on multiple bloggers, social media personalities, and lifestyle influencers with price tags of $1,000-$2,500 for posts and Instagram stories.