Small Wins: The Rise of Micro Influencers
Micro influencers, by definition, are individuals with a social media following of under 100k, the exact number still widely debated. In a media landscape where the size of reach is often key, why are we now seeing a shift in behaviour that favours the little guys?
In the past 5 years, influencers have earned a spot on the majority of media strategies, favoured for their large organic audiences and ability to connect with consumers on a personal and deeper level. However, due to rising costs of top tier talent and research (A survey of 2 million social media influencers by influencer marketing platform Markerly) demonstrating that once an influencer hits a high percentage of followers engagement starts to nose dive, it’s easy to see why brands are opting for a more engagement.
This higher engagement is down to the simple relationship held with their audience. It’s much more personal and meaningful, a connection you have with your peers, a relatable figure to your daily life, which has become an important factor with recent studies showing that 90% of consumers trust peer recommendations, with only as little as 33% trusting ads (Nielsen).
What to look out for
Micro influencer campaigns usually have many layers, you may be briefing out a significantly higher number of heads, so project management is key to keeping the campaign under control.
As per any influencer campaign, getting the right people for your brand is vital. By looking into what niches you can tap into for your brand category, you can tailor specific products to that audience, a so-called “micro-moment”. For example, using sales data to determine that red nail varnish sells well in Newcastle, therefore sending products to the relevant micro influencers based in that city. By following this rule, you can avoid having duplicate content from a multiple of influencers, which tends to be a common mistake in this space.
Where micro influencers might be key
There are many situations where micro-influencers could benefit your brand, the core ones being;
• Attendance at sponsored events and partnerships
• Building hype around product launches and store openings
• Creating product reviews to increase trust with the audience
• Having an always on strategy to increase brand love
• Creating opportunities for conversion through offers and promotions
Our final verdict
It cannot be denied that micro-influencers have become a key part of some brands media strategy, especially those with tangible products. With the constant threat of ad-blocking and ad-blindness, using micro influencers to increase your brand’s position in the market could be a wise long-term marketing objective.
Written by Harry Plester, Social Content Executive, Chorus