The rise of the 'micro-influencer'

Unlike 'mega-influencers' with huge audiences on social media, 'micro' and 'nano-influencers' have far fewer followers. But small can be mighty in this business. These lower-profile influencers have anywhere between 250 and 10,000 followers, but businesses are increasingly turning to more niche, content creators in a bid to get more authentic engagement. We hear how they're redefining the way brands are connecting with consumers. Micro-influencers Kadide Francy, in Kenya, and Jerlyn De Silva, in India, reveal what kind of money they make from these collaborations. And East African Brewery marketing manager, Kanye Kiuru, tells us how using these kinds of influencers led to a hugely successful marketing campaign for the company.

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Presented and produced by Izzy Greenfield

(Picture: Kadide Francy, a lifestyle micro-influencer in Kenya. Credit: Kadide Francy)