Rise of Micro-Influencers on Social Media
In the continually developing universe of digital marketing, the capacity of an organization to reach its target audience is important to achieve success. While conventional techniques, for example, social media campaigns, automated messages and digital marketing campaigns are standard, we have seen the rise of micro-influencers becoming more popular than ever before. This term may not be familiar to all, so naturally, it would be good to shed some light.
Who are micro-influencers?
Generally speaking, a micro-influencer is a regular person who has built up a sizeable following around a specific niche or topic in which he can be seen as an expert. Most agree that the typical micro-influencer has over 5,000 and 10,000 followers when it gets to social media presence. Experts also define those with more than 10,000 followers as “macro-influencers.” The bottom line is quantifying it by numbers can be fairly subjective. The main qualities of a micro-influencer include the capacities to successfully reach a very targeted and focused audience to build brand awareness and start a compelling conversation.
Why are micro-influencers so compelling?
Since we have a fundamental comprehension of this part, we have to value the reasons why a micro-influencer can be so powerful. From various perspectives, their viability can be broken into two general factors:
Mostly, influencers are viewed as a more credible source of information when compared to traditional digital (paid) marketing campaign. This makes sense, users (especially the younger generation) are presently considerably warier of what can be called “conventional” sales strategies. Trust and reputation goes a long way when making decisions for millenials and generation X. A recommendation from a micro-influencer goes a long way to passing on the advantages of a particular product or service.
Micro-influencers also provide their followers with much more significant data instead of centering upon massive industry divisions. By grasping niche markets, it is probable that they can give pertinent and focused advice to an end user. Their experiences are more appropriate, and in this manner, followers are frequently disposed to tune into what interests them. Lastly, we have to value the genuine effect that the energy of engagement can have on an audience. This is important concerning the millennial, purchasing generation, as they have a tendency to depend intensely on trusted sources which offer greater levels of interaction.
How can I utilize a micro-influencer?
While these favorable circumstances are justifiably essential, we have to ask ourselves how the power from micro-influencers can be utilized within a current marketing campaign. The main suggestion here would be to steer away from celebrity endorsement and “regular influencers” (those with 100,000 followers or more). Studies have demonstrated that engagement rates drop with an expanding number of followers. Along these lines, it is advisable to pick ten influencers who are followed by a scope of between 5,000 and 10,000 followers.
Besides, you should break down related measurements with a specific goal to comprehend the marketing plan. Basically, this does not mean if a micro-influencer offers value to one brand he would work for yours as well.
Remember factors such as:
- The user profile of the influencer. (followers and fans)
- His or her engagement rates
It is clear that the role of the micro-influencer is expected to keep on growing well into what’s to come. As the industry and these influencers become more regulated, it just makes sense to understand the value offering of these “micro-influencers”.
Savvy marketers are now able to leverage influencer marketing and expect higher Return on Investments than through most traditional marketing campaigns.