The term ‘micro-influencers’ refers to those people who are creators on social media platforms. They have between 10 000 and 50 000 followers.
These content creators typically build followings, on social media, around niches such as:
- Beauty, And
They cultivate communities surrounding the content that they create. Many micro-influencers interact with fans regularly. As a result of this, they often generate high engagement rate on social media and has extremely active audiences.
Many, many people on social media know about high-profile influencers. They post sponsored content in partnership with major brands. But there’s also an opportunity in digital marketing with smaller influencer tiers, namely these micro-influencers. Initial studies have demonstrated higher engagement with micro-influencers.
What Is Micro-Influencer Marketing?
Micro-influencer marketing is about using – what many people would consider ‘everyday people’ to promote specific products on social media.
One of the motives behind why micro-influencer marketing has become such a viable option for digital marketers is that surveys have suggested that people trust the suggestions from other people that they identify with and place their trust in. To illustrate this, Nielsen’s 2015 Global Trust in Advertising study shows that the most believed form of advertising is that which comes from other people who they know.
Why brands should choose influencer marketing
More and more brands these days are choosing to go with influencers – specifically micro-influencers – to help them get the word out there about their product and/or service offerings. There are several reasons for this. Here are some of them.
A total of 26% of desktop users and 15% of mobile users make use of adblocking software. This is a massive blow to the money that brands are investing in display ads.
Using micro-influencers helps brands to get away from their target market, blocking their digital marketing messaging and gets their messaging to where it needs to be.
As we’ve said previously, research has shown that 92% of consumers place more trust in recommendations from other people than in the content that is put out solely by the brand. This is even if the people giving the suggestions are strangers. Micro-Influencers are not only real people but they are thought-leaders in a chosen field. This makes their endorsement one that matters.
Brands choose micro-influencers who already love the products that they sell. Why? Because they are more likely to create content about the things that they like to talk about as opposed to things that they don’t. Also, if they write about things that they genuinely love, it will be easier for the passion that they feel to be displayed through what they write. They won’t have to put on a show.
Beware the fake influencer!
Everyone and anyone who has a social media account likes to think of themselves as a social media micro-influencer. This is because they realise that micro-influencers often get quite nice goodie bags as an inducement to try and get them to write, Tweet or Instagram about their particular brand. So if you do decide to embark on a micro-influencer campaign, make sure that you choose the people correctly who will help to get your brand to the next level.
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