In the world of social media marketing, you may have noticed a shift in the types of influencers brands are teaming up with.
Instead of focusing solely on big-name celebrities with millions of followers, many brands are now turning to what we call "micro-influencers."
But why the change? Let's dive right into it.
What Is An Influencer?
First things first, what's an influencer? An influencer is someone who has a following on social media platforms like Instagram, YouTube, or TikTok.
People look up to them for advice and recommendations, and to see what they're up to. They can be anyone from your favorite beauty guru to that person who always shares delicious-looking recipes.
Now, what's a micro-influencer? Well, think of them as influencers, but on a smaller scale. They typically have between 1,000 to 100,000 followers.
They might not have the same reach as those mega-famous celebrities, but they have something equally valuable: a highly engaged and loyal audience, which we will dive into below.
Why Are Brands Choosing To Work With Micro-influencers Instead?
Authenticity
So, why are brands turning to these micro-influencers instead of the big shots? One word: authenticity. Micro-influencers often have a more genuine connection with their followers.
According to Sprinklr, 89% of customers highly value authentic content. This means people really appreciate real, genuine connections.
They're basically like a friend recommending a product they genuinely love, rather than a celebrity doing a paid promotion. People trust them because they seem more relatable and down-to-earth.
But wait, there's more! Micro-influencers also tend to have higher engagement rates. This means their followers are more likely to like, comment, and share their posts, which can translate to better exposure for the brand.
Relevance
Imagine you're scrolling through your social media feed, and you come across someone who's really into fitness. They post about their workouts, healthy meals, and maybe even some motivational quotes. Now, if you're also interested in fitness, you're more likely to pay attention to what this person has to say, right?
So, let's say a fitness brand decides to work with this person. Maybe send them some workout gear or supplements to try out and then share with their followers.
Since this influencer’s niche is fitness, their followers are probably their target audience too. So when they see the influencer recommending a particular brand's products, they're more likely to trust their opinion and maybe even give those products a try themselves.
That's why brands like working with micro-influencers who focus on specific topics or interests. And that's what we mean by relevance—it's about connecting with the right audience.
Cost-effective
You're a brand, and you want to get the word out about your newly launched energy drink. You could pay a big-time celebrity a ton of money to post about it, but that can get super expensive.
Imagine buying a really fancy car when all you need is something to get you from point A to point B. Sounds like a waste of resources to me.
So, instead of going for the flashy option, brands often choose to work with micro-influencers. These are people who might not have millions of followers, but they have a dedicated group of followers who trust their recommendations.
Plus, micro-influencers are usually happy to team up with brands, especially if it means they get to try out new products for free or get some other perks in return.
For the brand, this is clearly a smart move. They get to spread the word about their energy drink to lots of different people without blowing their entire budget on one big celebrity endorsement.
Diversity
Think about all the different kinds of people you know—the ones from your neighborhood, your school, your family, and even the people you follow on social media. Each person is unique, right? They have their own interests, experiences, and backgrounds.
Now, say you're a brand trying to sell something, like a new skincare product. You want as many people as possible to know about it and hopefully buy it, right? Well, that's where diversity comes in.
Micro-influencers come from different backgrounds. Some are young, some are older. Some love fashion, others are into cooking, and some are crazy about video games. They have different jobs and they've had different life experiences.
So, when a brand works with a micro-influencer, they're tapping into this big mix of people. Let's say they choose to work with a micro-influencer who's a mom, another one who's a college student, and maybe one who's really into art. Each of these influencers has their own followers who are kind of like them—they might be moms, college students, or art lovers too.
When these influencers talk about the brand's skincare product, they're doing it in their own unique way. The mom might talk about how it helps her look refreshed even after a sleepless night with the baby. The college student might rave about how it clears up acne due to exam stress. And the art lover might share how it gives her the confidence to showcase her work in front of others.
See what's happening here? The brand is showing that their product can be useful and appreciated by all kinds of people, in all sorts of situations.
And that's why diversity is so important. It helps brands connect with lots of different people and show how their products can fit into all kinds of lives, making the whole thing more interesting and relatable.
Final Words
In conclusion, the rise of micro-influencers in the world of social media marketing is not a coincidence.
Brands are recognizing the value they bring. So don't be surprised if you start seeing more of your favorite micro-influencers popping up on your feed—they're here to stay.
SO, WHERE DO YOU FIND THIS PARTNER?
Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.
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