Why are retailers shunning celebrities for the ‘micro influencer’?

Research from Rakuten Marketing has found the amount celebrities get for promoting brands on social media has declined dramatically. Only two years ago celebrities could expect the astronomical sum of £75,000 for a social media post, but now they are receiving £25,000. This does not mean less is being invested in social media influencer campaigns. Quite the opposite is true because spend on influencer campaigns has almost doubled in the same period. Major brands are now spending in excess of £800,000 per year on influencer activity, according to Rakuten Marketing. Read more…