Micro Influencer marketing IN, Influencer marketing OUT!
Sometimes less is more.
As marketers try to maximize low budget marketing strategies, some have foreseen high turnovers and ROIs through influencer marketing, where effective engagements and conversions are created through popular influencers’ posts. Choosing mega-influencers is a good choice, but is it the right choice? Not really.
At Viral Access, we do it differently. We do not work with commercial influencers who possess a large number of fans, but rather small, highly engaging ‘micro influencer’ (possess a relatively small number of followers but create influential impact and conversions compared to those commercial online influencers with over 100K or more followers).
Read also: The Different Types of Influencers.
Micro influencer marketing has been integrated into our daily lives, you may just not be aware yet. Here, Viral Access organizes some takeaways that why many entrepreneurs embrace micro influencer so much.
Micro Influencers are more achievable
Unlike traditional pop-up ads with brainwashing slogans and big influencers, (like celebrities) the use of micro influencers are believed to be more convincing and personal towards their fans and the general public. They are just as normal as you and I, sharing and promoting products with genuine feelings and provides authentic feedback to consumers.
There’s an interesting effect called the“Halo effect”, where people have a positive image and opinion to whom they admire (like a goddess). Hence, based on this effect, we can efficiently promote a brand with micro influencers marketing and build a deeper connection wi consumers.
Micro influencers have more engagement
An interesting analysis proposed by Markerly showed that as an influencer’s total number of followers rises, the rate of engagement (likes and comments) with followers decreases. influencers with less than 1,000 followers generally received likes on their posts 8% of the time. Users with over 10 million followers only received likes 1.6% of the time. Based on these figures we can infer that the influencers with fewer followers have higher user loyalty and stickiness. Greater T.A. (Target Audience) focus and better retention, thus, effective reach.
Swiss fashion blogger and founder of Kayture, Kristina Bazan for instance, owns over 2 million followers on Instagram, was chosen to be the L’Oreal Paris Brand Ambassador in 2016. Another familiar example is RD (RD English) the Taiwanese English teaching YouTuber, who holds over 1 million Youtube subscriptions and half million followers on Facebook, has become an iconic lead in English teaching material in Taiwan.
Some businesses make use of influencers’ hashtags, for example, the Adidas’ #heretocreate, infiltrates affective shares and exposures unconsciously over internet search engines, planting a lasting impression as viewers browse through contents over their mobile, desktop devices.
The overwhelming trend in future
Micro influencer marketing holds unpredictable potential in the world of digital sales. As social media campaigns take over traditional advertising, consumers and the general public have a higher tendency of being brainwashed, instinctively follow what micro influencers do.
Micro Influencers with less fame and fewer fans, yet to dominate the future market is going to be an overwhelming trend. Be prepared!
Do you want to know more about influencer marketing?
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Viral Access is an AI and data-driven social communication company — we help you tell your story through social media. We pair your brand with relevant micro and nano influencers that help you increase awareness, engagement and conversion. We have the systems and team in place to support large scale communications throughout Asia.
For business inquiries, contact us at: info@viralaccess.asia.
