The who what when why of micro-influencers (and a little from the other side)
The art of influencer marketing has been around for decades—think Justin Bieber and Calvin Klein, Jennifer Aniston and Emirates, Beyoncé and Pepsi, or Justin Long and Apple. Celebrity endorsements have been used as a marketing and advertising strategy time and time again. These collaborations however demand hundreds of thousands of dollars of budget, and not all businesses can afford this. This budget issue has given rise to the demand of micro-influencers—the revolutionary and powerful tool every digital marketer should be getting behind.
"THIS BUDGET ISSUE HAS GIVEN RISE TO THE DEMAND OF MICRO-INFLUENCERS—THE REVOLUTIONARY AND POWERFUL TOOL EVERY DIGITAL MARKETER SHOULD BE GETTING BEHIND."
So, what are micro-influencers?
Micro influencers are everyday consumers and creators who have a significant social media following of anything from 1000 to 100,000 followers. They may have a smaller follower count than the likes of Kimmy K, but sport a highly-engaged audience who are truly invested in their story—and their brand. Micro influencers followers are compassionately connected to their “lifestyle idols”, evidenced in their higher engagement rates and the genuine comments left on their posts. Modern social users are deeply connected to these strangers all over the world, because they truly trust these people. When it comes to celebrity accounts, it’s very rare that anybody believes that a celebrity is a real fan of a product they’re trying to sell—look, Karlie, we don’t believe you actually used WiX to build your website.
"EVERYDAY CONSUMERS AND CREATORS WHO HAVE A SIGNIFICANT SOCIAL MEDIA FOLLOWING OF ANYTHING FROM 1000 to 100,000 FOLLOWERS."
Keepin’ it real
For an influencer to be effective, a simple product feature won’t cut it. For content to reach and resonate with target audiences, influencers need to tell stories about the brand. Authenticity and point of view are essential, and when valued on the brand side, these elements can result in incredible value. Adidas worked with micro-influencer Emily of @myhealthyishlife to promote their Adidas Ultra Boost—she shared her workout experience with the shoes, talked about her initial negative perception of the product, and what she ended up loving. And her followers responded—achieving exactly what Adidas wanted: a conversation.
"INFLUENCERS NEED TO TELL STORIES ABOUT A BRAND."
Why should a brand jump on the bandwagon?
It’s pretty simple math. If a skincare company collaborates with a social media celebrity with millions of followers, it may reach a lot of people—but 50% of those followers might not give two hoots about skincare, and the other 50% don’t believe said celebrity likes said skincare. It makes more sense to work with 100 different micro-influencing beauty bloggers whose followers are deeply invested in skincare, and are very influenced by the lifestyle idol talking about it or using it. All for the same budget. Magic, right?
A little from the other side—@tttesselate
As a micro-influencer in the wholefoodie and health sector of the Instagram world with a following of 15.7k, I’ve worked with many business to promote their products and through storytelling showcase their brand. My favourite collaborations have been with like-minded businesses such as The Source Bulk Foods, Thankyou Co, JT’s Coconut Essence and Inika Cosmetics. From waste-free bulk food stores to social enterprises looking to end global poverty to my favourite coconut water to cruelty free cosmetics—these are not only brands that totally align with who I am as a person and as a brand, but with who my followers are and what they believe in, too. This means that the exposure I bring them is targeted, and consequently powerful.
As influencers, we create honest content. We tell stories, start conversations, draw attention—we inspire and we motivate. We’re everyday people. And that’s why we are powerful—we’re nichey, real and dangerously persuasive. Get behind us.