The Rapid Growth of Micro-Influencer Marketing
Remember when big-name, or “macro-influencers” like Kylie Jenner, Selena Gomez, and Kim Kardashian were paid up to a million dollars per post to promote products like Sugar Bear Hair Gummies and Flat Tummy Tea? Luckily, these days are just about over. Their replacement comes in support of a more genuine customer-brand relationship: the age of the “micro-influencer”.
What is a micro-influencer?
Micro-influencers are the regular people of the world who have grown their social media following by posting about a niche topic (fashion, travel, sports) that they are genuinely interested in. Micro-influencers build and develop strong relationships with their fan-base by posting relatable content frequently and they generally have between 1,000 and 50,000 followers.
How can your business benefit from micro-influencers?
There are many different ways your business can benefit from micro-influencers. Here are a few:
Highly Engaged Fanbase.
Because micro-influencers post about what they truly care about, they hold a level of authenticity with their fanbase. This leads their fanbase to be more engaged with what they post, and believe more strongly in the products they promote, which in turn leads to higher sales. Micro-influencers are much more authentic than macro-influencers, and both of their respective fanbases seem to understand this.
Cheaper to Work With.
There’s no question about it – micro-influencers are much cheaper to work with than macro-influencers. This is largely due to their follower count. However, they can still create a lot more value for a brand, as they can target a more niche audience.
Driving Social Buzz.
Micro-influencers oftentimes post their personal opinions on specific niche subject matter. This contrasts with macro-influencers — they don’t normally post opinionated content that will “rock the boat”. This is because they work with many different types of brands that support various stances. It would be detrimental to not only the brands they work with but to their large, diverse following to take a stance. This makes micro-influencers much more authentic, allowing their fanbase to trust their opinions on different subjects – including brands/products they believe in.
No matter your opinion on micro-influencers, they are not going away anytime soon. A good brand strategy to use is to partner with several different micro-influencers rather than solely rely on celebrities. Many businesses provide micro-influencers with a free product, and all they ask for in return is an opinion post on their said product. This type of influencer could be the key to your next marketing campaign – you won’t know until you try! Contact Upright Communications today for any and all assistance with your marketing campaign. Read our blog for more posts like this!