21 Dec NEVER UNDERESTIMATE THE VALUE OF MICRO-INFLUENCERS
If your brand is needing a boost in 2017, consider micro-influencers.
Micro-Influencers are those social personalities with followings between 1,000-100,000 followers. Influencers have come in many forms with the rise of YouTube, Facebook Live, and Instagram. Not too long ago we did a blog piece building on the 20/20 special that aired regarding influencer marketing. Those individuals were big time and worked with big brand names. Micro-influencers on the other hand have smaller but more engaged audiences.
According to research, micro-influencers “engaged audiences” tend to act with more passion because they feel more connected to the influencer and assign more weight to their content. A survey by influencer marketing platform Markerly showed that for unpaid posts, Instagram influencers with fewer than 1,000 followers had a like rate of about 8%, while those with 1,000 to 10,000 followers have a like rate of 4%. The key here is that these personalities have a strong involved following because they care about the same things.
For those companies that do not appeal to everyone (most do not by far) working with multiple micro-influencers can make a much bigger impact than working with a social celebrity. Every business has a target market, align your ideal target market with influencers that will represent your product as a real user and who speak to those who also fit your ideal target. For example, if you’re a company that makes baby products, don’t just choose a female social celebrity with a million followers. Instead choose 3 or 4 micro-influencers who are moms and talk about being a mom on a regular basis. The audience will be more engaged with the product message because they need/want the product.
These micro-influencers often are not full-time online personalities and they will overall promote less products making it more impactful when their opinions are shared. Their postings are also generally more authentic looking; they usually work from home and do not have an over-the-top polished look. These influencers are also more likely to become advocates; if your product truly does become a part of their lives, it will stay in their conversations.
Would you consider micro-influencers for your brand?
Media Venue is a full service advertising agency located in Louisville, Ky. At Media Venue it is all about the strategy and the message.