Why have they become so popular?
The Internet has done so much for society. The list of opportunities since it’s invention is really just never ending. But we aren’t here to go through memory lane of all great things that have been achieved.
We are here, however, to talk about the rise of the micro influencer.
Influencer marketing may have been a buzzword a while ago but is now an essential part of business and marketing communication for many brands. Prior to influencer marketing, we saw companies working with word of mouth or with celebrity brand ambassadors. However, we now have a scenario where, thanks to the Internet, there is a rise in individuals or groups who have become Internet celebrities.
They have created strong social media profile or blogs surrounding their looks, personality, lifestyle or an authority of a topic. As you know, we call them influencers.
Influencers come in a range of different sizes; from the celebrity influencer sizes like Kylie Jenner or Zoella right down to the micro influencers. Since the introduction of influencer marketing, the micro influencer has become the most recent buzz word. However it isn’t just buzz, there is actually very strategic reasoning for the popularity of working with micro influencers.
At Infiltrend, we tend to work with micro influencers predominantly.
With micro influencers, so anybody with a following 2,000-100,000, there is more of a genuine feeling in the work they produce. If you work with a micro influencer to promote your campaign/brand/product, their audience is more likely to appreciate that the influencer has actually tested the product. The chances of their content being read and engaged with is higher.
We compare this to celebrity influencers who tend to be heavily sponsored in most of the content they create. We advise our influencers to balance their sponsored content with their authentic unsponsored content.
Through their blogs and social media profiles, they have the ability to create content and share it. They have, over time, built an interested and keen audience. Their audience is loyal and enjoys the tone of voice and the content shared by the influencers. There is an authentic and almost honest relationship.
Thus, we suggest that if your brand wants to embrace influencer marketing into your branding strategy, you should consider not just reach and following of an influencer. Consider, the popularity of the influencer with their audience. The engagement of the audience is far more important. Obviously, ensure that the influencer is one that fits your brand and your campaign goals. But once you do, look for influencers who have a solid audience.
By working with multiple micro influencers, you are accessing different audiences. You are exposed to audiences in different locations, demographics or different levels of awareness of your brand or product. For the cost of working with one celebrity influencer your brand can work with multiple micro influencers.
Infiltrend is able to plan your influencer marketing campaigns and strategies. Speak to our team today to find out how on [email protected].