We are pleased to share that Anna Hovhannisyan, Communications Manager at Media Systems, has published an expert article on Sostav.ru exploring the growing role of influencer marketing in consumer purchase decisions.
In her article, “Micro-Influencers vs. Celebrities: Who Really Influences Purchase Decisions?”, Anna examines the differences between celebrity influencers and micro-influencers and explains why audience trust, engagement, and relevance are becoming increasingly important alongside reach and follower count.
While celebrities can help brands achieve large-scale visibility and strengthen brand awareness, micro-influencers often build closer relationships with their audiences and can deliver highly targeted, authentic communication. The article also explores how brands can choose the right influencer based on their marketing goals and KPIs, including reach, engagement, clicks, and conversions.
Rather than choosing one approach over the other, brands can combine both strategies to balance broad awareness with meaningful audience engagement.
Read the full article on Sostav.ru to learn more about the changing role of influencers and how brands can build more effective influencer marketing campaigns.