https://techcrunch.com/2021/08/10/extra-crunch-roundup-influencer-marketing-chinas-tech-clampdown-drafting-growth-teams/

Before you hire a marketing consultant who doesn’t understand your products or commit to a CMO who has several years of experience — but none in your sector — consider influencer marketing.

If the phrase evokes images of celebrities hawking hard seltzer, think again: An influencer can be as humble as an enthusiastic Reddit user who manages your Telegram channel.