From Instagram to YouTube, influencers are among the most prevalent personalities online. They are also broken down into different classifications, spanning different platforms. Micro-influencers, by definition, are individuals that boast highly engaged, but comparably small, followings on digital stages. While these individuals are most commonly associated with the aforementioned social media websites, they can be found on other platforms, including personal blogs. Any Internet marketing agency would recommend micro-influencer promotion for long-term success.
Before exploring this type of marketing, it’s important to know what exactly “makes” a micro-influencer. They boast influence in their given field, hence the name, but this can be broader than one may think. Most influencers are artists – writers, musicians, creators, just to name a few examples – but they can also be considered experts in other industries. For example, a home chef with a small, but very engaged following, would be considered an influencer in the food industry. They may not have the same reach as a celebrity chef like Bobby Flay, but their opinions are respected by their followers who look to them for advice. Simply put, if an individual has a following in their industry, they can technically be defined as an influencer.
Digital advertising takes on many forms, including social media management, search engine optimization, and branding. However, micro-influencer marketing can also be part of a strategy, provided its applicable to said strategy. This form of marketing offers many unique advantages that others are unable to. Here are just a few reasons why businesses should consider enlisting the help of micro-influencers.
The Human Element
One of the reasons why micro-influencers stand out, especially at the onset, is the human element correlated to them. When a user inquires about a product or service, they would like to learn as much about it as possible. A common shopping tactic for a millennial is knowing how an item was produced or the story behind it. This is where micro-influencer marketing comes into play, as it places a face on any brand. This begins the creation of a connection between the micro-influencer and the user they’re selling to. The human element is equal parts intangible and invaluable.
Social Media Engagement
No matter what industry a business is, social media should play a role in its day-to-day operations. One of the advantages that micro-influencers offer is that sheer engagement that they generate on any given channel. What this means is that anything they post, whether it’s directly related to their blog or not, will catch the attention of many highly targeted users based on their follower demographic and the content they post. This creates a level of peer-to-peer social media engagement that’s part and parcel of a micro-influencer marketing strategy.
A Focused Audience
Another advantage that micro-influencers offer is that they operate in specific niches. This is a positive for a business, as it will ensure that they reach the most relevant audience. If a food company is preparing a new cut of meat to be sold in stores, it goes without saying that they will promote said product leading up to its release. Micro-influencers can film themselves talking about this new cut, from its marbled texture to the overall taste once prepared. From there, they can share their thoughts with their audience. This creates a level of awareness toward an audience that will be interested in learning more.
Whether micro-influencers believe they are doing or so, they create meaningful connections with their audiences. When industry thought leaders speak, their words are trusted by their followers, no matter what platform they’re on. These personal connections are meaningful, to say the least, which is another reason why a digital marketing agency may recommend the involvement of micro-influencers. These thought leaders are not only skilled in public relations, knowing how to address their followers, but they understand the content that’s most relevant to them, which strengthens the connections in question further.
Perhaps the reason why businesses may find micro-influencer marketing most desirable is the low cost associated with it. With so many financial aspects of a business to account for, including payroll, keeping costs low is imperative. For their services, micro-influencers don’t charge as much compared to more high-level influencers. What this means is that not only will businesses be able to market their products and services to sizable audiences, but they can do so while maintaining expenses. Keep in mind that certain micro-influencers can boast up to 100,000 followers on any given channel, which means that the expense put into this type of marketing can pay itself off and then some. In terms of cost, micro-influencer marketing stands out.
These are just a few reasons why digital marketing plans should include micro-influencers. When researching individuals to work with, there are a few factors to consider. Where is a micro-influencer located? What are their skills or interests? Does their occupation line up with the business they may work with? Consult your local Internet marketing agency to learn more about the potential involvement of micro-influencers.
Interested in learning more about micro-influencer marketing? Please contact fishbat for details.