Instagram is growing faster than Facebook or Twitter, and its engagement rates with content are far higher. But packaged-goods brands without obvious visual punch – like toothpaste or skincare products – remain largely invisible there.
Now Tom’s of Maine, a natural-products brand owned by Colgate-Palmolive Co., is looking to make a visual splash without resorting to such steps as $15,000 payments to Instagram mega-influencers to post photos for their millions of followers.
Working with Mavrck (pronounced Maverick), a social-influence analytics and marketing platform that’s launching an Influencer Activation Engine, Tom’s this month has turned to what Mavrck CEO and Co-Founder Lyle Stevens calls “micro-influencers.”
Source:: AdAge – Digital