This Journal of Marketing study shows how nano-influencers provide more cost-effective ROI for marketers than influencers with large followings.

Read an in-depth recap of this research here: https://www.ama.org/2024/02/20/influencer-marketing-roi-research-shows-influencers-with-smaller-followings-are-more-cost-effective/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231217471

Reference: Maximilian Beichert, Andreas Bayerl, Jacob Goldenberg, and Andreas Lanz, “Revenue Generation Through Influencer Marketing,” Journal of Marketing.

Narrator: Adalgisa Butkewitsch

Acknowledgments: Sushma Kambagowni

Topics: marketing ROI, influencer marketing, social media, follower size

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠University FM