Celebrity influencers not always the best fit
One of the main insights from the research showed influencers can be ordinary people with small followings. It shows that while a post by a celebrity influencer may garner a lot of engagement by fans and followers, it might not equate to actual influence.
The problem is that brands measure the reach of both these types of influencers the same.
Bradley Elliott, founder of Continuon, says this is the fundamental flaw in influencer marketing: celebrities and micro-influencers are qualitatively assessed, but then quantitatively measured by their reach.