In her latest blog, Natalie Johnson, our social and content head, explores the world of the mighty micro-influencer and asks if now is the time for brands to ditch the A-listers.
The future of influencer marketing is being shaped by a new breed of online personality – the micro-influencer. These social media stars boast followings in the range of 10,000 to 100,000, but what they lack in sheer numbers, they make up for in engagement and authenticity.
The history of the humble influencer
The influencer concept stretches way back, but the social media influencer we know today is a recent phenomenon.
Here’s the history:
Early 2000s
Blogs emerged, and bloggers with loyal followings who trusted their opinions became early influencers, collaborating with brands for promotions.
Mid-2000s
Social media platforms like Facebook and Twitter exploded. Influencers built followings there, and influencer marketing as we know it began.
2010s
Instagram’s focus on visuals became a haven for influencers, particularly in fashion and lifestyle. Platforms like Twitch for gaming also saw influencer growth.
Today
Influencers are on almost every platform, reaching diverse audiences. The industry is booming, with micro-influencers gaining major traction for their authenticity and targeted reach.
Why are micro-influencers making waves?
Firstly, there’s the trust factor. Micro-influencers are seen as more relatable and trustworthy than their mega-influencer counterparts. They often come across as everyday people with genuine passions, fostering a sense of community with their audience.
Micro-influencers also have a targeted reach. My campaigns with Persimmon Homes over a number of years proved this – people want be part of a community. In the case of Persimmon Homes, it was a new build community. Micro-influencers are perfect for this. They tend to focus on specific niches, allowing brands to target a highly relevant audience. A beauty blogger with 50,000 followers likely holds more sway over those interested in makeup than a celebrity with millions whose audience spans various interests.
Micro-influencers also typically generate higher engagement rates than mega-influencers. Their audience actively comments, shares, and interacts with their content, creating a more genuine brand conversation.
Finally, there’s the all-important budget. Partnering with micro-influencers is significantly more affordable than collaborating with big names. This allows brands to stretch their marketing budget further and potentially work with multiple micro-influencers to reach a wider audience segment.
How can brands leverage the micro-influencer powerhouse?
Firstly, you need to find the right fit – don’t just chase follower counts. Brands should look for micro-influencers whose niche aligns with their business and target audience. Authenticity is key!
Collaboration is also important. I love it when brands develop genuine partnerships with micro-influencers. You can really spot when brands give influencers the creative freedom to showcase products or services in a way that resonates with the audience. In most cases, they are not constrained by tight marketing guidelines, which is perfect for the audience.
Finally, embracing transparency is essential. Brands must encourage micro-influencers to disclose sponsored content. Transparency builds trust with the audience and strengthens the overall impact of the campaign.
The rise of the micro-influencer is a sign that consumers are craving authenticity and connection in their online interactions. Now is the time for brands to choose the right influencer, not the A-lister.
If you would like me to support your marketing campaign, just give me a shout.
Unlock the power of multi-channel marketing
Wider reach
Tap into diverse audiences across different channels.
Repetition for recall
Reinforce your brand identity and solidify customer loyalty through consistent, multi-channel communication.
Increased engagement
Each channel presents a unique opportunity to connect and build meaningful relationships with potential customers.
Why Choose 8848?
Proven expertise
We boast a rich history of working with both established giants and ambitious newcomers, guiding them all towards marketing mastery.
Award-winning creativity
Our team creates captivating content that grabs attention across every channel imaginable.
Comprehensive solutions
We go beyond just design, offering a full spectrum of creative, PR, and communication services for a truly integrated approach.
Ready to take your brand to the next level? Contact 8848 today.