By Maddy Osman
geralt / Pixabay
Influencer marketing has been on the rise over the last couple of years, replacing organic search as the fastest growing online customer acquisition method. Using top social media influencers, such as bloggers, vloggers and those with large followings on Instagram, Snapchat and other platforms has grown exponentially with the greater adoption of those platforms. Word-of-mouth and connecting people based on interests has always been an effective way of marketing, and digital capabilities are a natural extension of those tactics.
What is a Micro-Influencer?
Within the influencer realm, there are many types of social influence. One type is the micro-influencer, who is defined as someone with social followings that range between 1,000 to 100,000. Such users are especially effective to brands because of their specific interests and appeal to niche audiences. In addition, they have managed to find a “sweet spot” in terms of engagement.
Studies have shown that once web influencers have surpassed a certain number of followers (greater than 10,000), they tend to see a decrease in overall engagement rates. Comments, likes—everything goes down once more and more followers are amassed. Those with around 1,000 followers or less are likely to still receive interaction from at least 8% of their fans.
Along with their higher engagement rate, micro-influencers are usually less expensive for brands than their more well-known counterparts. Keep in mind that 82% of consumers are highly likely to follow recommendations made by a micro-influencer compared to 73% based on recommendations from average people.
Micro-influencers have become champions for everyday products and services that people wouldn’t necessarily discuss in length with friends or family. They have 22.2 times more “buying conversations” than the average consumer every week, and their recommendations are more direct and specific to the interests of those already following them. In many ways, they are the top influencers, and not because of inflated followers.
3 Micro-Influencer Characteristics to Consider
Before jumping into the influencer market, there are a few things your brand should consider. First and foremost, why does your brand want to use influencers in the first place? Sales may be the ultimate end goal but it’s important to have realistic expectations and specific goals.
Perhaps you’re a new company wanting to build brand awareness, or have a product in need of reviews and testimonials to bolster credibility. Or maybe you want to move specific pieces of product fast, and would like to go the route of promotional codes and discounts? Whatever the reason may be, have a specific goal in mind that you can measure against when judging campaign success.
When beginning to search through an influencer network, look at the context of each influencer. Do they create photos that speak to the feel of your brand? Is their voice a reflection of the lifestyle and ideals your brand hopes to represent to its audience? This influencer will essentially be an advocate and representative of your brand, so make sure the niche they speak to would build a connection between their followers and your Go to the full article.
Source:: Business 2 Community