Never underestimate the power of influencer marketing. One only needs to look at the impact mom influencers had on creating the Stanley craze, introducing a 100 year-old brand to a whole new audience and forever changing Stanley’s sales trajectory. For 2024, we’ll see more brands shifting from macro-influencers, who may be viewed as inauthentic, to micro-influencers, who have steadily built credibility among their highly engaged followers. The right influencer for the right target can be invaluable when combined with a full-funnel strategy.