Less Is More: How “Micro-Influencers” Are Transforming Marketing

  • Mobile ad blocking has increased 90% year-over-year. (Hubspot)
  • Only 33% of consumers trust ads, while 90% place more value on peer recommendations
  • 63% of consumers aged between 13–24 said that they would try a brand or a product recommended by their favorite YouTuber (Defy Media)
  • More knowledgeable
  • More credible and believable
  • Better at explaining how the product worked
  • Few consumers actually believe that celebrities are true fans of the product they’re trying to sell.
  • Celebrities are in a higher social and economic realm that the average consumer can’t really relate to.
  • Higher engagement: As stated previously, micro-influencers typically enjoy greater engagement on their posts than their higher-profile counterparts. According to a study carried out by influencer marketing solution Markerly, the engagement rates on micro-influencer campaigns are 60% higher than those on traditional ones.
  • Greater sense of authority: Few micro-influencers are jacks of all trades. They tend to be experts in a niche topic and have loyal followers who are equally passionate about their preferred subject. Marketers promoting a product that dovetails with the influencer’s passion will enjoy access to a receptive audience and authoritative recommendations.
  • Personal relationships with their followers: Because their follower count sizes are more manageable, micro-influencers have a more intimate relationship with their audience, increasing the value placed on their recommendations.
  • Check the brand’s current followers. A search of the brand’s Instagram followers could turn up a micro-influencer in the ranks. Since they are already fans, they will likely be receptive to promoting the product to their own audience.
  • Use hashtags. Hashtags are an excellent way to find out who is talking about the brand in their posts. Social media networks that actively use hashtags include Facebook, Twitter, and Instagram.
  • Visit Buzzsumo. This powerful tool allows users to search for popular content. Pulling together lists of influencers for literally thousands of niche topics is both easy and efficient.

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