Influencer marketing is a form of social media marketing that involves endorsements from influencers such as celebrities, public figure and organisations who are experts in the industry and possess a high level of social influence in the specific field.
With the passing of time,“influencer marketing” still shows no signs of dying down. There has only been major changes made in the way that brands approach influencer marketing. It used to be all about getting the biggest names and personalities, now it’s about finding influencers with a small yet highly engaged following. Not only is it expensive to partner with celebrity influencers, they lose out in terms of conversion compared to micro-influencers due to the fact that their followers may not be as engaged with the sponsored content that they put out.
Let’s get to know micro-influencers!
Compared to celebrities who have millions of followers, micro-influencers only have a following of 10,000 – 100,000. Despite this number sounding small compared to the followers a celebrity has, micro-influencers are able to engage better and more regularly with their small but dedicated followers. Businesses are more interested in actually making sales compared to a massive visibility, making micro-influencers valuable to its growth.
Despite the availability of micro influencers in every industry, it is crucial for you to choose the right ones that not only has expertise but also have an audience that matches the type of consumer you are targeting. You can utilise several tools to help search for influencers who are specialised in the specific industry you are searching for and also keep track of your interactions with them at the same time. Remember to cultivate good communication and relationship with influencers that you collaborate with!
Macro-influencers like celebrities with huge followings have followers that are dispersed that comes from all niches and domains. Whereas micro-influencers have followers that are actually interested in the product or service that you offer. Collaborating with micro-influencers will increase the chance of you reaching the audience that is relevant to your product. Followers perceive micro-influencers to be less commercial, more authentic and have genuine interactions with their followers. In short, followers believe in most of what they have to say!
Collaborating with micro-influencers cost less compared to macro-influencers. A lower budget improves Return On Investment (ROI) and allows you to work with more than one influencers at one time, which expands your reach to your targeted audience. Studies have shown that 31% of Americans make purchases based on recommendations from influencers, this is a testament to the effectiveness of utilising micro-influencer marketing to find leads compared to other promotional efforts.
Done in the correct manner, collaborating with micro-influencers can be effective to boost your brand’s growth and awareness. Don’t wait and craft your influencer strategy now!
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