Livity and Onalytica's Viewpoints product aims to help brands better navigate the influencer landscape

With this in mind, Viewpoints focuses on helping brands identify and engage with a wide range of micro-influencers – those who have between 1,000 and 20,000 followers – who are far more accessible to their audience, but incrementally have the same reach. Felix Morgan, senior strategist and innovation lead at Livity, said: “Traditionally, influence has been viewed in a very straightforward and oversimplified way; brands have tended to believe the way to work with influencers is to produce a list of five or six big names who have very high followings on social media with their target audience.