What is a micro-influencer, and where did the term come from? Cass Gowing of AllSaints is the latest guest on The Drum's Social Buzz sofa as she sits down to discuss these questions.
Touching on the way the retailer counts on consumers with small social followings to help spread AllSaints' marketing message to family and friends, Gowing said: "I think that we've definitely reached a saturation point with influencers. People definitely aren't stupid, they know that posts are being paid for now."
"When you've got Kim Kardashian posing with her teeth whitener, you know, people aren't thinking 'she just really loves that product', so we're going back to basics, which I think is amazing - we're celebrating the people that we're trying to talk to."
The series accompanies The Drum’s weekly Social Buzz chat, which takes place every Tuesday between 7-8pm GMT. You can follow and contribute on Twitter using the hashtag #SMBuzzChat.
The Drum's Social Buzz Awards are now open for entry, you can find out more on the website.