Influencer marketing has been all the rage since the rise of Youtube and bloggers. But, as time went on, new social platforms gained popularity and their potential for influencer marketing was recognized. Now we know that social media influencers are important players in the field because they are better suited for consumers’ fleeting attention spans. Tastemakers and leaders on these platforms create appealing content that is much more instantly digestible than traditional articles. Brands began to target social media stars to promote their products. However, there is yet another major shift in the game… Micro-influencers will soon supersede mega-influencers.
Before we dive in, let’s define the term “micro-influencer.” Although the exact numerical range is often debated, a micro-influencer is someone with an engaging and active social media presence with 1k-50k followers/viewers. A mega-influencer has over 50k followers/viewers.
A few things are happening that are responsible for this growing interest in “micro-influencers”.
Consumers’ trust in voices of authority, such as politicians, big business, celebrities, and advertising in general, are plummeting to an all-time low. Today’s consumers are more persuaded by honest recommendations from friends, family and micro-influencers, who appear genuine.
Here’s why your target market is more trusting of micro-influencers than mega-influencers:
- Micro-Influencers provide their followers with a sense of knowing them personally. These type of influencers usually have a closer connection to their followers, and use a more personal voice in their posts. This results in a far more loyal following of potential consumers. The influencer’s trusted seal of approval makes a measurable impact on their viewers and on your sales! #NuffSaid right?!
- Micro-Influencers also feel more relatable than YouTube stars, big-time bloggers or celebrities. They appear to live in a way that is more like their followers’ lives. Their followers get the sense that they do their own groceries and shopping, clean their own bedrooms, and do their own hair and makeup, for example. It is far more impactful if a Mommy blogger or Instagrammer recommends laundry detergent is good for your childrens’ sensitive skin, than a celebrity mom who you can never picture doing her own laundry. Catch the drift?
Here are two excellent reasons you shouldn’t be blinded by the large following an influencer has when choosing representatives for an upcoming campaign:
- After a certain threshold of followers, engagement decreases drastically! HelloSociety’s CEO and founder Kyla Brennan explains the amount of followers the influencer has doesn’t assure the impact of the sponsored post or campaign. She highlights, “You might get eyeballs, but they won’t be eyeballs that care.” Simon Moss, contributor of Entrepreneur.com explains, “…while micro-influencers’ followers are fewer in number, the loyalty and engagement they inspire has been proven to be higher, averaging around 8 percent, compared to 4 percent for those over one million followers.”
- It’s takes a lot more than one post from a celebrity to impactful, long-lasting brand awareness. Experts agree that, “multi-channel marketing with multiple influencers is more effective.” Long term campaigns are more successful than one-time endorsements. Which is why it is wiser and less expensive to use a variety of micro-influencers than one very costly famous personality.
Sometimes bigger isn’t always better…
by Romy Paige Schick