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The Micro-Influencer Strategy Framework for Niche Brand Growth: How Daniel Wellington and Glossier Rewrote the Rules of Brand-Building
1. Industry and Competitive Context The global influencer marketing industry grew from approximately $1.7 billion in 2016 to $24 billion in 2024, according to the Influencer Marketing Hub's 2025 Benchmark Report. By 2025, the market was projected to reach $32.55 billion, representing a compound annual growth rate of approximately 33% over the decade. Social media surpassed paid search as the world's largest advertising channel in 2024, with global social ad spend reaching $24
Mar 2212 min read
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