Nothing Micro About the Impact of Influencers

It’s no secret, the digital world is forever evolving and so is the impact of influencer marketing on businesses.

Over the last two years, influencer marketing has boomed. With the pandemic changing the way people consume products and information, more and more businesses are looking to incorporate some form of influencer marketing into their 2022 strategies.

So who are these influencers? Quite simply, content creators with high, genuine followings who create content that resonates with your brand’s target audience.

They can be a powerful source and play a role in growing your social audience, driving engagement and adding fresh prospective to your content plans with user-generated posts.

But don’t think you’ve got to fork out thousands of pounds to get the latest Love Island drop out, or flavour of the month celebrity. The micro-influencer community is not one to be dismissed.

Originally, influencers weren’t being noticed until they had reached well over 50,000 followers. That line of thinking has long gone. A new generation of content creators has thrived and with that, so has the impact of influencer marketing on businesses.

The micro-influencers fall between the 3,000-100,000-follower bracket and are your target audience’s go-to for everything from fashion and beauty, to places to visit and lifestyle. They are great value and can allow a business to hit influencer marketing on mass, generating greater engagement, user-generated content and reach for your brand.

To be successful when implementing a campaign and to see the impact of influencer marketing on businesses, it is important to have authenticity behind the words and images to attract engagement, increase awareness and maximise brand credibility – and micro-influencers do just that!

A study has shown that more than 82% of consumers are more likely to purchase from a micro-influencer’s recommendation. Why? Due to the lower following and a passion for their niche, a micro-influencer has a more personal relationship with their followers, building relationships on trust, friendship and honesty. You’ll often see them responding and interacting with their followers, thus driving authentic influence on purchasing decisions in the future.

No brainer, right? If you agree, the next step is choosing the right micro-influencers and the following questions will be relevant:

Expertise – does the brand and products you are promoting match the influencer’s audience?

Reach – Is their following big enough to make a substantial return in lieu of product placement?

Engagement – how’s their engagement rate looking? Micro-influencers with a smaller following but higher engagement rates can often be more beneficial.

Audience demographic – do your buyer personas match the influencer’s following?

Once we have chosen the right influencers we will engage, manage, and build relationships with them on your behalf, measuring and monitoring the results constantly.

Let’s see where we could take your business with influencer marketing. Drop us a message.