A veritable buzzword in the world of content marketing, influencers have become instrumental for brand success in 2019. A 2019 report by US-based Talkwalker has revealed that 72% of content marketers will increase their influencer marketing trends in 2020. The same study mentioned that 75% consider influencer marketing one of their most important parts of their overall marketing strategies. Innovative, new-age brands are quickly realizing that influencers - with a significant number of followers - can have a huge impact on reach, recognition, engagement, and loyalty.
This fast-growing influencer trend has given rise to a subset that is gaining favor among numerous brands: Micro-influencers. So, who exactly are micro-influencers and how do they help brands?
Who are micro-influencers?
Micro-influencers are essentially social media influencers - primarily on Instagram - who have around 1,000-50,000 followers. While top influencers have millions of followers, micro-influencers have an edge over them for various reasons. Firstly, micro-influencers are generally experts in their respective categories as they have been working in their niche areas for long periods.
While their follower base is smaller, engagement rates are much higher than those of top influencers. They have fewer yet fiercely faithful followers. As such, micro-influencers are known for their undeniable ability to influence opinions and purchase decisions more effectively. It is no surprise, then, that micro-influencers are revolutionizing the very fabric of influencer marketing.
Why Micro-Influencers are considered as game-changers?
Here's looking at some pertinent reasons why micro-influencers have become essential parts of influencer strategies:
They are trustworthy
Interestingly, 82% of consumers are more likely to follow a recommendation from a micro-influencer, a person they trust! While they may be less famous, they are more real in their approach towards showcasing brands and their products. In general, people believe that micro-influencers use and recommend products based on their experiences. This is the sole reason why micro-influencers can drive up sales through their posts.
They deliver engagement
Micro-influencers deliver 60% higher engagement than celebrities and other macro-influencers. It is a widely known fact that the more followers an influencer has, the lower their engagement rates. The reason - since micro-influencers have a smaller following, they can engage back with their followers. This is, in fact, the true identity of an influencer - one who engages with the audience to create true followers who are actually interested in their content.
They drive social buzz
High engagement and authentic content result in better conversions. Micro-influencers have been known to boost brand sales by 300% - almost 22.2 times higher conversions as compared to mega and macro-influencers! The social media buzz created is highly targeted and ROI on influencer marketing spends skyrockets with micro-influencers.
They are cost-effective
Micro-influencers don't charge as much as top-tier influencers with millions of followers. Thus, they are 6.7 times more efficient per engagement than influencers with a very large following. For smaller brands looking to join the influencer bandwagon, this is an absolute win-win situation.
How can brands find the relevant micro-influencers?
The first step of creating a sound micro-influencer strategy is finding the right, most relevant people for your brand. How can brands do this?
Using relevant hashtags
Using Google search to find the top local bloggers
Leveraging micro-influencer platforms
The basic premise of such platforms is that consumers trust other consumers and look up to them for advice on new products, brands, and services. This makes micro-influencing a very successful concept as it moves beyond celebrities and allows peer-to-peer interaction which has proven to have a much higher engagement and conversion rates.
How brands have leveraged micro-influencers to maximize their value and build strong word of mouth?
Zydus Wellness' Sugarlite campaign is a perfect example! In the FMCG sector, where brands spend huge amounts on bigger influencers to promote their products, using micro-influencers was a smart move by Zydus Wellness while launching its smart sugar brand Sugarlite.
The launch campaign took an innovative route with a robust influencer outreach initiative. The campaign #AadheMeinZyaada leveraged over 100 micro-influencers on Instagram& Facebook to create buzz around the brand, where they posted their favorite sweet treat recipes and how they can indulge in it guilt-free thanks to Sugarlite!
The recipes attracted the audience of these micro-influencers with watch-worthy content and a subtle and well-imbibed brand connect. Within a week of its launch, the campaign reached over 5 lakh people, garnering almost 60k likes, comments, and shares with an engagement rate of a whopping 28%. The brand took a strategic approach towards product launch, creating curiosity around what’s brewing through the right choice of influencers and engaging content leveraging by leveraging a leading micro-influencer platform.
The kind of reach the brand fetched is at par with any macro and expensive influencer marketing strategy, proving that micro-influencers are the next big thing in the digital marketing space. As more brands become aware of the impact that micro-influencers can drive, they will be able to optimize their marketing spends and experience accelerated growth.
The article has been penned down by Vishal Gupta, CEO and Co-Founder, momspresso.com