The smallest viable audience: How micro-influencers are changing marketing

When it comes to choosing influencers, a lot of brands work on the assumption that bigger is better, and go for people with the biggest numbers. However, as marketing guru Seth Godin notes, marketing on such a large scale can sacrifice what makes you special in the first place. Instead of going big, says Seth, businesses should look for “the smallest viable audience” of fans, and building meaningful and dedicated communities around them. Read more…