Are universities doing enough to ride the social media influencer wave?

Influencer marketing has proven to be a formidable force in digital marketing, with many businesses catching the wave. A Business Insider report notes that brands are projected to spend up to US$15 billion on influencer marketing by 2022, according to Business Insider Intelligence estimates, based on Mediakix data. This is unsurprising as social media influencers, including micro-influencers, have much to bring to the table. These “common folk” are more relatable to their audience than mainstream celebrities, and thus, can help raise brand awareness and open the door to an audience a business may not have ordinarily.

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