Micro-Influencers: why are they so effective?
28 Oct 2019
We’re sure that you all are well acquainted with the term and strategy that is “Influencer Marketing”. In the age where social media has become a rather profitable landscape for people to “share” just about anything, from your daily updates to detailed reviews of a certain product or brand, it is nearly impossible for brands and institutions to not work with a few Influencers by now. Now, we get that you probably already know all you need to about Influencers, but have you heard of the term Micro Influencers?
Micro-influencers are basically individuals that have between 1,000 to 10.000 followers or possibly up to 100.000. So, by Micro we don’t actually mean small, as in a small number of followers or even engagements. Despite the number of followers compared to big Instagram celebrities or celebrities in general, these influencers are no less effective and are still fully capable of boosting your brand or product’s popularity on social. More often then not, micro influencers are considered experts in their respective niche, considering that they cater to a more specific scope of audience.
They could be a food blogger, traveller, a local fashionista, or a fitness guru - just to name a few. These smaller, more focused experts connect on a deeper level with their audiences which makes sense why they can even generate better engagement. How is this possible? Well, our Influencer tool shows a comparison between a celebrity or more specifically an actress and a travel blogger. Can you see the difference in engagement rates? Well, that’s due to the higher number of engagements of the said travel blogger. Specific Influencers with a niche audience of their own tend to do better on social and in terms of ROI simply because their base of following consist of people who are actually interested in their posts and the specific interest. In the case of kadekarini, the travel blogger, the people following her would most likely be travel enthusiasts, jet-setters, or perhaps even travellers themselves too. Either way, her specific interest and posts are catered to people of the similar interest and those who like or prefer her style of photography or content or even wordings on her captions, which seems to be the case for local beauty influencer joviadhiguna, this beauty guru is often deemed as a “cult favorite” in the beauty world that a huge part of the appeal is the wordings chosen for the influencer’s posts which really shows jovi’s charismatic and fun character.
Another reason why micro influencers are doing so well in terms of numbers, is simply because these Influencers solely rely and are committed to social. In a sense, they tend to make themselves more available on their social platforms to engage with their followers. They tend to engage with their peers or followers more often than big celebrities in general.
It just makes sense, doesn’t it? a smaller audience means much more hands-on, personal interaction and we all know that’s marketing gold these days, and with a smaller number of followers, micro-influencers followings tend to see themselves as peers of the influencer rather than fans. In fact, a survey conducted by Social Media Today shows that 70% of millennial consumers are influenced by the recommendations of their peers in buying decisions. This means if brands are able to hire the right influencers in which their millennial audiences are able to trust and view as peers, the value and impact of the good ol’ peer to peer marketing strategy will play a huge role in the purchase of their products, services or even just to boost up campaign engagements.
As social media marketing is constantly changing and evolving, we believe that the Influencer Marketing dynamics are also shifting. With the constant search of authenticity and personal connection in a platform filled with various content where the numbers of influencers are always growing, the search for niche influencers are increasing.
So, what about ROI? Are Micro-Influencers really more affective when it comes to this particular aspect of your marketing strategies?
Well, Buffer reported that according to Edelman, 58% of people have actually purchased a product because of an influencer recommendation. Also, a new survey from Uproar PR found that 71% of consumers prefer micro-influencers, and two-thirds of consumers report making purchases based on their posts. So, based on the numbers alone, it seems though Micro-Influencers seem to be more effective in convincing the social audience. The survey also asked respondents about the qualities that encouraged them to purchase a product recommended by an influencer, and 71% said it was important to have shared interests. Discount codes came second, with 61%, and authenticity ranked third, at 59%. Now, considering authenticity and specific interest seem to be the key to these niche influencers, make sure you are approaching and working with the right influencer to promote your brand, product or services. After all, the most important quality for a potential influencer partnership is shared interests with your target audience.
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