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After reality television transformed Average Joes into overnight celebrities and social media took over phones, very few people were surprised by the rise of influencers.
As these influencers became famous, they started commanding up to $1 million per Instagram post.
With those price tags putting them beyond most companies’ reach, micro-influencers gained traction.
These influencers, with smaller followings and accordingly smaller fees, were accessible experts in the specific niches these businesses needed.