You do not need a million followers to become influential when it comes to promoting your business or brand. The concept of micro-influencers seems to have grown in popularity in the past few years. Micro-influencer marketing is gradually turning the idea that a marketer has to be well- known in order to have influence or make a lasting impression.
But what does the term micro-influencer refers to and how does it help entrepreneurs in their bending moments or in improving their marketing strategy?
What are Micro-influencers?
It might sound bizarre, but micro-influencers are considered ‘everyday people’. The strategy is incorporated to promote specific brands or products on social media. This product can be anything from cosmetics, cleanser to assortments and clothing.
That is to say, if your brand has been trying its best to leverage influencer marketing with the help of established influencers who have significant number of followers (100,000 fans) on various social media platforms, such as Twitter, Instagram, and Facebook, but still struggling to achieve the desired results, micro-influencer marketing is worth trying.
However, there is no fixed definition of the term micro-influence, but it is explained as someone who’s small, but has a significantly higher following. For example, they have more than 20,000 followers on Twitter, and a few thousand on Instagram and Facebook. That means a micro-influencer makes up a large portion of digital marketers or influencers. It is possible that a micro-influencer has a modest audience, but his influence is certainly great.
The Transition from Social Media Marketing to Micro-Influencer Marketing
In the past two years, the popularity of micro-influencer marketing has grown exponentially. A survey highlighted that approximately 1.5 million people search for ‘influencer marketing’. This was used to be the case for only social media marketing in the past. That doesn’t only indicate how swiftly influencer marketing is replacing other marketing strategies, but also the rise of micro-influencer marketing in the mainstream.
Another apparent reason for this transition is that customers rely on the recommendations and advice of people they trust. Nielsen 2015 Global Trust found in its study that publicity that comes from other people is one of the credible forms of advertising. 80% of the respondents in the study contended that they rely on the recommendations and opinions of their friends and family.
Not only this, two third of the respondents of the study admitted that they trust the information they found in online opinions. Part of the drive toward adopting such strategies is really turning people’s heads and they are accessing micro influencers, depending on their target audiences. Entrepreneurs have started leveraging micro-influencers to improve digital marketing strategies. It has become a reliable way to reach potential customers.
The rise of Micro-Influencers to Rescue Digital Marketing
You must have an idea of how quickly micro-influencer marketing is moving and replacing traditional marketing strategies. While the components of social media marketing and search engine marketing are still performing well, conventional online displays have suffered an inevitable decline in their effectiveness. The two major reasons for that are:
- People don’t pay much attention to banner ads due to banner blindness. Even if it’s in front of them, they cannot effectively see them.
- The rise of Adblocker software usage is another reason that has adversely affected display ads. According to a survey, 30% of devices have Adblockers installed on them that removes ads from the screens.
In addition to that, the survey found another digital marketing problem. According to it, most of the social networks lack the quality of controlling ads positions on the platforms. For instance, a high-profile brand, like Coca- Cola, would not be happy to find its YouTube ad positioned next an undesirable video.
With that in mind, it is important for marketers and businesses to know why and how micro-influencers can leverage their digital marketing strategy. If you are a startup and don’t know that, we have you covered here.
How Micro-Influencers Leverage Digital Marketing Strategy?
Micro-influencers – Your Groundswell Approach
There is no denying that micro-influencers use the perfect groundswell approach to influence market when it’s about reaching a large audience. They provide you multiple avenues while channeling digital marketing strategies for exposure and brand awareness.
Besides this, micro-influencers make businesses able to saturate the current market with their product and brand.
Moreover, micro-influencers are aware of the functional significance of repetition, regardless of what kind of marketing you are engaging in. That is why their campaigns ensure that your brand is exposed to the target audience through different channels and outlets.
Professionals at Content Creation
If your digital marketing strategy emphasizes content creation then micro- influencers are undeniably the Holy Grail! What we mean here is that even if they don’t have the huge following, they can help you produce great content to help you promote your brand.
Whether it is multi-media content, written content or imagery that you are seeking, micro-influencers get this job done keeping everything within your budget. Most importantly, you don’t have to worry about the quality of content.
Drive Loyal and Highly Engaged customers to Your Brand
There is no doubt that micro-influencers have a loyal and highly-engaged audience. It is growing and mostly made up of people they’ve met who like the content, and who have been following them for a long time; it also includes their family and friends network. On the flip side, most of the macro-influencers have comparatively lower engagement rate.
Target Audience Related to Your Niche
One of the benefits of working with micro-influencers is that they use the right digital strategy to target the audience in your niche. It typically helps businesses align with the audience whose interests and passions match with the product that is manufactured.
It is because influencer marketing is based on the relevance of an influencer to the product, service or brand. If there is no match, your campaign will not accomplish its goals.
All in all, digital consumers have become tech-savvy and smart and micro- influencers focus on the value and power of engagement that is of paramount importance for businesses to grow. The given reasons, in this regard, emphasize the significance of having micro-influencers to enhance your digital marketing strategies.
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