How Micro-Influencers Are Assisting Brands With Their Social Media Marketing

DSM Digital School of Marketing - Micro Influencers

The ever-changing world of social media marketing is not limited to leisure as well as entertainment anymore. It has now become a major source of revenue and a much sought-after business platform by giving rise to influencer marketing.

During the COVID-19 lockdown, our recreational time switched from social outings to social media. Thus, social media marketing became an important platform for businesses in order to promote their products and services through partnering with influencers.

These influencers have a concentrated reach and targeted audiences who engage with their content and help brands build credibility and drive sales. At present, given the developments in existing businesses and the emergence of new start-ups, the need to stand out and branding the business well has become a necessity.

Brands Are Developing Influencer Marketing Strategies

These strategies carefully targeting their audience and planning the course of action accordingly. Social media is a huge place to be, and if used well, it holds the exponential power to open doors to new target groups and help businesses in expanding their reach.

As the influencer and social media marketing realms continue to boom, the industry has further been categorised into macro- and micro-influencers. While both sets enjoy a massive following and engagement, micro-influencers are the niche category — up and coming in the influencer marketing domain.

What is a Macro-Influencer?

One way to classify a macro-influencer is by their follower count, which needs to fall somewhere between 100 000 as well as one million followers. Your average macro-influencer is somewhere between micro and mega. There’s no exact science differentiating these categories.

What Is a Micro-Influencer?

A micro-influencer is a person who has 1 000 to 100 000 followers. Micro-influencers concentrate on a specific niche or area. They’re usually regarded as an industry expert or topic specialist. Micro-influencers have stronger relationships as opposed to a typical influencer. This is frequently driven by their perception as an opinion leader of a particular subject matter. A micro-influencer, versus a celebrity or – alternatively – a regular influencer, frequently has a very uniform audience.

What Is The Future Of Micro-Influencers?

Micro-influencers may be small-scale influencers; however they influence nearly more than half of their follower base and produce sales for the products or services which they promote.

The enthusiasm and creativity micro-influencers display – for standing out from the established ones – make them an ideal option for brands. They are passionate, creative as well as driven in order to give everything their best shot. This increases the value of the brand’s product significantly.

Micro-influencers have shown tremendous conversions, so motivating brands to increase their spending on influencer marketing rather as opposed to traditional marketing. They not only justify the authentic reach as well as high engagement however they have proven to be cost-effective and are more fairly priced.

Micro-Influencers Are “Just Another Person”

They have with a strong influencing power over a typical number of audiences, they leverage their power to its best and create a rather transparent relationship with their followers, which, in turn, helps them to gain their trust and invest in the products/services that they suggest/promote.

They have an audience following which is highly drawn and engaged with each piece of content that is shared. When it comes to scaling up a social media marketing campaign, the micro-influencers are the genuine amplifiers, and tend to pick up questions and assist in building scalable campaigns.

After chasing mega influencers, brands have begun to realise that it’s the quality which matters, and not the quantity. Micro-influencers have a well-defined niche and scope of work, which assists them focus on the content they deliver.

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DSM digital School of Marketing - Social Media