Marketing Playbook

For companies like Nordstrom Rack, Zadig & Voltaire, Toms and Sephora, micro-influencers make up a large part of that mix, and a growing strategy is using influencers to target a micro-segmented audience. They're identifying specific groups of people with niche interests -- for example, a mom with two kids in the Midwest who takes a lot of selfies or a book-loving recent graduate living in the South -- and they're using micro-influencers with those same interests to connect with those groups.