Follower counts no longer define the success of Influencer Marketing campaigns. In today’s short-form, content-first video world, it’s about content that resonates, not the number of people following an influencer. Micro-influencers often outperform macro-influencers in ROI by creating impactful content. This session explores the distinction between partnering with different-tiered influencers and how the focus should be on creating impactful content that drives action. Georgia Goodwin, CCO of Digital Voices, will gain insights from leaders at Amazon and Adobe, and creator, Sophie Butler, to define how search trends and algorithms reflect a shift toward niche content discovery and how this can help boost your next campaign.