Consumers prefer authentic, genuine recommendations, from family, friends, influencers, and now micro-influencers, who have a fiercely loyal following just on a smaller scale. It is not surprising that consumers trust in advertising and subsequently big business, in general, are at historic lows. Largely due to social media, consumers want an authentic two-way conversation based on discovery. Due to the shift in communication and how people now engage and absorbs ads, brands are utilizing micro-influencers to promote their goods and services on social media.
What are Micro-Influencers?
Micro-influencers are individuals who are opinion shapers, tastemakers, and trend-forecasters and setters that typically have 1,000 to 50,000 devoted social media followers. While the 10,000, 20,000, or even 50,000 followers may sound like a lot, it pales in comparison to legitimate celebrities or “Instagram Famous” personalities with followings over 50 million.
Although micro-influencers’ followings are smaller, their followers are loyal and have increased levels of engagement when compared to influencers with over 50 million followers. The followers of micro-influencers average an engagement rate close to 8% in comparison to 4% for those influencers with over one million followers.
Why do consumers trust micro-influencers?
Unlike heavy-hitting influencers, like Kim Kardashian or Victoria Beckham, micro-influencers have a personal, direct connect with their audience base. Micro-influencers understand their audience base but more importantly respects them. Over the years, they have studied their audience base and possess an intimate sense of who they are and what their content preferences are. In other words, according to Cynthia Srednicki, Marketing, and PR expert, “Micro-influencers tailor their content and the brands they partner with to their audience base and create influencer marketing campaigns that resonate with their followers.”
This type of influencer understands that one of their primary roles is to have a content strategy that includes sharing interesting ideas, news, and opinions to their followers. Time and time again this approach works. 92 percent of consumers trust an influencer over an advertisement or a typical celebrity endorsement. That makes sense: Influencer recommendations are like word-of-mouth advertising – like your BFF telling you about their favorite new product.
Are micro-influencers worth the money?
When your brand is planning and dividing up the yearly marketing budget, it is helpful for emerging brands to pilot several micro marketing campaigns rather than spend your marketing budget in one shot. Utilizing micro-influencers allows your brand to be strategic and do just that. At the moment, the average micro-influencer charges $250 per social media post, a run of the mill celebrity will cost your brand upwards of 25,000 dollars.
“We can stretch our clients’ marketing budget further and directly to their core audience when we use a micro-influencer campaign,” Cynthia Srednicki, CEO & CMO of Dreamweaver Brand Communications. “Working with a micro- influencer’s audience base that organically would use one of our clients’ products helps drive sales and increase brand awareness.”
Using different influencers, you can deploy different influencer campaign tactics and statistically validate which influencers and campaigns work best for your brand while remaining within your budget. Armed with this data and subsequently clarity, you enjoy the new found traction.
How does a brand find the perfect micro-influencer(s)?
On every social media platform, micro-influencers are plentiful, but find the perfect one that aligns with your brand is difficult. For over 20 years, Dreamweaver Brand Communications continues to pair brands with celebrities and influencers. With your brand at the core, we begin by reviewing your brand’s current social media followers and see if any influencers or celebrities are already following you. If one happens to be a fan, they will likely want to promote your products. However, before contacting them, our influencer marketing campaign development team begins to put together a complete profile of the celebrity and influencer. While this is time intensive, it is better to know their track record of success with other brands, recent news stories, and other background information relevant to make the right decision. Also, Dreamweaver Brand Communications uses a proprietary influencer marketing database to serve our clients’ influencer marketing needs further. We can filter influencers based on age, location, category and other demographic information to make informed recommendations and decisions for our clients.
“Nothing pleases me more than locating and vetting micro-influencers that are a natural fit for our clients’ products.” Gerard Rogan Founder and COO of Dreamweaver.
Micro-influencers are a smart marketing investment for any size company. However, medium and smaller size businesses wanting to build a following and increase brand awareness within their target audience are better fit. Micro-influencer campaigns can help establish your brand by building consumer trust, increasing customer loyalty, and promoting sales. While it is tempting to contact an influencer on your own, our advice is to align your brand with a marketing agency experienced in influencer marketing before that first conversation for the best outcome.