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Is Bigger Better? The Power of Micro to Macro Influencers

Location

Shoreditch Town Hall (Shoreditch Town Hall Stage)

Date & Time

June 2, 2025, 12:25 - 1:05 PM

About

Category: Culture & Creativity

Track: Marketing & Advertising

Format: Panel

Description

Brands looking to work with influencers on their marketing campaigns have often been focused on the number of followers an influencer has. But due to the rise of platforms with content-first algorithms, the follower count is no longer as important. Consumers want impactful content that resonates with them, and often micro-influencers outperform macro-influencers in ROI. This session is a panel that draws on multiple expertise from brands and creators, to explore the distinction between partnering with different-tiered influencers and how the focus should be on creating niche, engaging content.

Speakers

SM

Simon Morris

VP of International Marketing

Adobe

LL

Lucrèce Sicat Loeb

Head of Creator Marketing,

Amazon

Moderator

GG

Georgia Goodwin

Chief Client Officer

Digital Voices

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