Harnessing the power of micro-influencers might be my favorite trend that’s forecasted to bring businesses big results this year! If you’re wondering, “What’s Influencer Marketing?” In short, Influencer Marketing is your business developing relationships with influential personalities (upwards of 100,000 followers) to promote your brand to their audience, who you may not have otherwise been able to reach. Currently, one of the main problems macro-influencers are experiencing is a drop in engagement with sponsored or paid-for content. Their followers know they’re being “sold” content, which is grounds for being inauthentic and that has proven to upset followers. Authenticity has been a buzzword for social media marketing since 2016 and it’s still true today. Social media users are savvier than ever and are demanding real-life content over carefully curated branded content. Businesses have felt the pain of the pushback with dropped engagement, which brings us to one of the newer trends —> Micro-Influencer Marketing.
It’s the same concept as Influencer Marketing but on a much smaller scale. Brands are strategically selecting individuals with smaller followings on social media to promote their products with authentic visual content instead of sponsored ads. Micro-Influencers have between 2,000-50,000 followers on a single platform and specialize in a specific niche. What makes micro-influencers so special is that they boast hyper-engaged audiences! For example, a celebrity stylist might have a million followers and sell their own capsule collections. A local micro-influencer stylist might have a few thousand followers but she consistently shares where to find the best deals and cutest clothes in your city. Who do you think has a higher engagement rate relative to the size of their following? In these days, it’s the micro-influencer. Her followers trust her and believe her reviews over a macro-influencer.
Micro-influencers bring something really valuable to the table… their followers trust them! And trust yields a higher engagement rate because the audience is so targeted due to the micro-influencer’s niche. Their accounts have more click throughs, comments, DMs, and post likes because their followers are committed to the journey.
What could Micro-Influencer Marketing look like for your business? I truly hope you consider this trend for your 2019 marketing plan! The possibility of new, more targeted followers may be worth the investment. Feel free to leave a comment or send me an email with your takeaways!