DTC brands are believing in micro-influencers as ‘A cost-effective option’

The DTC brand collaborates with micro-influencers via product launches, paid partnerships and gifting products in exchange for a post. The company did not say exactly how much it pays micro-influencers for their “very engaged audience.” Overall, the company spends 25% of its digital media budget on influencer marketing, including macro-influencers and celebrities.

“We find, however, that micro-influencers are better for actual conversion and for longer-term partnerships where there is already brand awareness in a market,” Creaven said in an email. The brand recently hired an influencer agency and increased its influencer marketing ad spend by 50%.