Influencer marketing has been one of the hottest trends in the digital marketing world for the past few years, and it’s easy to see why. Research suggests that 92% of consumers trust recommendations from friends and family over any form of advertising.
What are the differences between micro-influencers and celebrities?
Table Of Content
Influencer marketing is a buzzword in digital marketing that has captured the attention of many companies and brands. There are various types of influencers, and micro-influencers have emerged as a popular choice among marketers.
The term “micro-influencer” refers to influencers who may not have hundreds of thousands or even millions of followers. Micro-influencers have anywhere from 1,000 to 10,000 followers on their accounts. Many micro-influencers have between 5,000 and 20,000 followers.
While micro-influencers may not have millions of followers, they have their own following and a strong following of loyal fans. This makes them more effective than celebrities, who often attract followers that come for their celebrity status rather than for the particular product or service.
Micro-influencers can be paid to promote a product or service to their followers. This could include a sponsored post, video, photo, or blog post. The reach of micro-influencers is often greater than that of celebrities, which means that the product will get more exposure.
Why do most brands fail to use micro-influencers effectively?
Most brands use micro-influencers in their influencer marketing campaigns but fail to use them effectively. The main reason for this is lack of direction. Brands tend to focus on the number of followers the micro-influencers have and not the quality of their followers.
Effective micro-influencers usually have highly engaged and loyal followers. They are more likely to drive sales and build brand images. Brands should select micro-influencers whose follower base matches their target market. They should identify specific traits and interests of their target customers and try to get their followers who have the same traits.
The advantages and benefits of using micro-influencers.
Micro-influencers have large audiences but are not celebrities. They are people with smaller followings, but their followers are highly engaged.
One of the biggest advantages of using micro-influencers is that they are often much more genuine.
Celebrities have managers and publicists to manage their social media profiles, and brands have to do the same, which can be costly.
A micro-influencers’ audience is more likely to listen to their recommendations, since their own reputation is at stake.
Micro-influencers often have a niche audience, which means they are more likely to have followers who share the same interests.
Micro influencers also have higher levels of engagement and are more likely to respond to their audience.
Many of the top micro-influencers charge less per post than top celebrities, which can be better value for brands.
How to pick the right micro-influencers for a campaign.
It’s no surprise that the biggest brands in the world are tapping into micro-influencers for their influencer marketing campaigns.
According to a recent study by Nielsen, companies spent $1.6 billion on influencer marketing in 2017. That’s 82% more than they spent the year before.
Many of those companies are turning to micro-influencers.
A micro-influencer can be defined as someone who follows less than 2,000 people on Instagram.
The biggest brands in the world are spending millions on these social media users to promote their products.
But how do you identify the right micro-influencers for your brand’s campaigns?
How to work with micro-influencers.
When working with micro-influencers, remember that they’re people first and brands second.
Since micro-influencers are people, not brands, it’s crucial to treat them like real customers when creating campaigns with them.
Get rid of any “brandspeak” or “company jargon” that influencers see as unnecessary.
Keep in mind that influencers have social channels that are a part of their personal brand. They’re probably more likely to want you to post something on their social channels if they have some creative control.
Conclusion
Influencer marketing is a marketing technique that revolves around the use of influential people to promote a brand. Bloggers, Instagrammers, YouTube gamers, and celebrities are some of the most effective influencers. But, as with most things in life, influencer marketing isn’t foolproof. If you aren’t careful, you could end up with a fake influencer or one who doesn’t share your values.
