At the moment, I’m spending lots of time thinking about micro influencers, more importantly for us as a business how exactly to scale our approach to influencer marketing
It’s really important for us to do it in a way that’s consistent with our approach to all other areas of social media.
That’s why we’re focusing on ‘micro-influencers’. While the size of their viewers may be modest, the impact they’re having on businesses across the globe is certainly not. With influencer advertising dominating the social landscape in 2017, I think that these micro-influencers are becoming more important than ever before.
So how accurately do pick a micro-influencer? Whilst it’s always difficult to pin down accurately what defines influencers, we check them out as if we are ticking two boxes:
1. A credible audience. They’ll need public channels that contain growth organically, with a modest but genuine following and an extremely engaged audience. These exact things are crucial when seeking to use influencers to build product awareness and create a new audience.
2. A rough diamond. The will have a natural capability, an eye for aspect and a way with words. They’re probably undervalued in their number of followers when you compare it with the quality of content they are producing.
So why Micro-Influencers Now?
The main thing to note here is that it’s not all about the numbers. Micro-influencers have proven themselves as real trendsetters, creating content that is more genuine compared to their bigger rivals. This boils down to the fact that as an influencer grows in size, their power dilutes. In general, influencers with a more modest following tend to drive the conversation in a more unique and personalized way.
Typically, influencers with smaller, more niche communities tend to feel more real, more relatable and generally have a higher proportion of fans who actually either know them personally or who have followed them on their digital journey. This makes their audience more likely to trust their recommendations, whilst allowing brand collaborations to feel more relevant and organic instead of disconnected.
What all of this means is that micro-influencers aren’t just the smaller, more affordable version of the big name influencer that you had your eye on, but in fact, they could be the key to unlocking a new, more engaged audience for your brand.
Remember, the type of influencer a company works with should always align with the brand or product and the best exposure will come from an influencer that prioritizes the partnership with their audience. In a nutshell, a terrific way to consider the micro-influencer influx can be that it offers space to traditional voices acting as a present-day person to person review.
Another key benefit of working with micro-influencers is that you are working with your target audience. I believe that it’s time brands started to focus on this core group as these are essentially the people who buy their products. Less is more, and popularity is overrated. It is about how influencers can take the best of what a brand has to offer, combine it with their own unique tone of voice and propel it into the social-sphere.
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