Influencer Marketing can be a great benefit to your app marketing plan but can also be a bigger liability. Before jumping, it is important to understand the value of influencer marketing and going big does not mean you will get better results.  The costs associated of getting a influencer with a large following (i.e. Kim Kardashian) does not mean you will be great results if your application is not authentic with the influencer and their following.  Micro Influencers (with smaller followings) can be a more effective strategy if their audiences are more closely aligned to your application and your brand.