If one has to talk about that one social media trend gaining momentum with the passage of time, then it has to be the rise of micro-influencers. Now, the question is – Who are these social media micro-influencers that we are talking about? Why exactly should marketers shore up their knowhow about the same? We will explore in the course of this post!
Micro-influencers: Are you tapping their potential?
Now, though marketers rely more on the skills of the brand advocates – in the form of high-profile celebs- to endorse their products in the digital world, it has been found that micro-influencers are clearly paving the way for more meaningful collaborations. These micro-influencers are none but relatively minor celebrities like YouTube sensations. As per statistics, they are capable of generating more meaningful conversations about brands in the digital space.
According to a study, these influencers hold 22.2 times more conversations every week rather than an average well-known consumer advocating products. As such, it can well be assumed that these influencers make for a very important part in the digital arsenal of brands.
What are the studies saying?
The study which revealed the aforementioned statistics had actually gone on to survey more than 6000 consumers. A major section of the respondents believed that the micro influencers are more powerful since they seem more “credible” and “knowledgeable” about the product they’re endorsing. Around 82% of the respondents said that they were highly likely to follow recommendations made by a micro influencer. Though they are not traditional celebrities, they are viewed as personalities that have really worked hard in this category. They are perceived as trusted sources of recommendation.
What are the experts saying about this trend?
There are a few agencies that have clearly been able to identify these micro-influencers as potential faces for their brands. The co-founder of Irban Group (a social marketing agency), Fergus Thomas, has termed them as “power middle influencers”. They are the ones having 100,000 to 200,000 followers. For them creating content for a brand is more of a side hustle. As such, they end up posting sponsored posts less often than the social celebs. This is precisely the reason why they seem more authentic. The brands, as such, can utilize the same budget to get around 20-40 power middle influencers to reach out to variant demographics and view better engagement as compared to other celebs.
Are you listening? Or not?