Instead of partnering with big celebs, more and more brands are partnering with micro-influencers to promote products in a more authentic way.
Let’s face it, we’re bombarded with content and media all day, every day. And that’s why it’s more important than ever to be all about that trust.
There’s a reason that influencer marketing has taken off in the last few years. What do you do when you’re looking for a new hairstylist or handyman?
Naturally, you take to those you know and trust, and ask them for advice and recommendations. That, in its most basic form, is influencer marketing.
When influencer marketing first took off, it was social celebs (those favourite personalities on YouTube, Instagram, Snapchat and other social media platforms with huge followings) that were only getting wooed by big brands for a few posts on their social media networks.
But it didn’t take long before the feeds of our beloved socialites became saturated with sponsored content.
You probably stopped counting the number of Instagram posts you scrolled past without a thought, because it was the same set of influencers posting the same sponsored content.
With all the undeclared sponsorship seeping into social media, even the platforms themselves started scrutinizing, while the big brands paying these influencers had questions about ROI, especially when the mega stars weren’t bringing in the promised sales.
There is Such a Thing as “Too Popular”
That’s why a new concept—micro-influencer marketing—came into play.
It’s the same as influencer marketing, but on a much smaller scale. The micro-influencers are still social media celebs, but less recognized and with smaller followings (with as little as 1,500 followers up to 50,000).
Instead of partnering with big celebs, more and more brands are partnering with micro influencers to promote products in a more authentic way, foregoing the easy-to-ignore sponsored post.
The Value of Micro-Influencers
It might seem counter intuitive to seek out someone with a smaller following but the benefits of working with a micro-influencer are more concrete.
For starters, smaller brands with smaller budgets can now have some skin in the game.
Not only do you get a lower price point, but a more targeted and engaged fan base brings on the likes, comments and other signs that the audience is actually paying attention to the content.
And of course, the authenticity and trust is more tangible because they’re real people creating their own content.
Responding to comments and having conversations with their followers isn’t out the norm, and that kind of authenticity is rarely had with their celebrity counterparts.
Markerly did a study on Instagram engagement and confirmed what brands were hoping wasn’t true: as an influencer’s number of followers increases, their number of likes and comments from followers decreases.
The surprising trend was that:
• Instagram users with fewer than 1,000 followers generated likes 8% of the time
• Users with 1,000-10,000 followers earned likes at a 4% rate
• Users with 10,000-100,000 followers achieved a 2.4% like rate
• Users with 1-10 million followers earned likes only 1.7% of the time
So when it comes to influencer marketing, size matters a) more than you think and b) not in the way you think it does.
Time To Start Thinking Small?
Given the kind of payoff to be had by working with micro-influencers, it would seem to make more sense for brands to recruit a handful of micro-influencers who are reaching different audiences.
Ready to Search for Your Next Big Promoter?
Consider this: it can be a lot of work to seek out, woo and manage relationships with several different micro-influencers, so be sure to have the proper resources in place before executing your outreach strategy.
Keep an eye on social media users who tag your brand often or use your brand hashtag—that may be the key to unlocking your untapped brand champion.
Image via Carey Shaw/Stocksy