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Gil Eyal is a featured contributor to Influencer Marketing: Where the Tactic is Headed and Trends to Support It report.

Here's the complete contribution:

One of the biggest mistakes marketers make is focusing on vanity metrics, such as number of followers, without digging into the identity of those followers. In the coming years, brands will focus on data and audience analytics as opposed to selecting influencers by aesthetics.

Would you ever buy ad space in a magazine that has 1 million readers without asking who they are? Why would you activate an influencer without knowing who follows them?

Automation in influencer discovery will also be top priority. We’ve moved from an era where there were 5,000 influencers five years ago to millions of micro-influencers with fewer than 100,000 followers, and that figure grows by thousands each week.

These influencers tend to have a significantly more uniform audience. For example, if they have a makeup tutorial series on YouTube, they have an audience of almost exclusively beauty enthusiasts. As a rule of thumb, their relationship with their audience is significantly stronger than the relationship the big influencers have. As a group, micro-influencers are significantly more powerful than celebrities are, but individually, they’re a commodity.

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