Think big, go small: why influencer marketing isn’t about reach

Despite what many marketers and PR agencies in Asia still believe, influencer marketing is not a popularity contest.
The use of influencer campaigns continues to rise in Singapore and Hong Kong, but there is still a decent amount of misunderstanding – and misuse – of how to best utilise the power of these influencers. The assumption that an influencer with hundreds of thousands, or even millions, of ‘likes’ and a global following is going to be more beneficial to getting