Understanding The Power Of Micro-Influencers In 2020
What makes micro-influencers so special in business?
It is common knowledge that the use of social media for business needs is a new milestone in the development. Presently, many brand companies are also participating in this trend by utilizing social media as a promotion platform on a global scale without being hampered by location and time like traditional advertisements.
Some brands even openly provide advertising features aimed at business users by providing some demographics-based advertising services.
Yet from several advertising services provided, it seems that some parties still find it difficult to get optimal results, especially the conversion to sales on social media. The existing assumption about the number of likes within a specified period given by social media users being directly proportional to direct sales is still dominant currently.
But in fact, the number of likes given to ads tend to not indicate a definite picture of advertising conversion to sales directly because the targets are less precise.
Back in July, Instagram hid their like function in 7 countries, making it so that only account-holders can still see their likes. As a result, the “popularity contest” that has long been in the heart of Instagram will disappear, while the company hopes that the platform will be able to create a more welcoming environment where users feel comfortable expressing themselves.
This rather surprising change has a significant impact since marketers who mostly rely solely on metrics like to measure the success of their social media promotion.
Many companies believe that the number of likes means that more consumers are interested in buying the advertised products., However, macro-influencers tend to not be able to specifically target who will be intrigued through the content that they convey, because to create content that is loved by the target market is not easy, especially since each customer has their own preference. Therefore, the role of micro-influencers becomes very vital.
Perhaps a micro-influencer doesn’t have the same number of followers as a macro influencer, but that also serves as an advantage when working with micro-influencers: they might obtain greater engagement and interaction compared to macro-influencers.
A micro-influencer often interacts with their followers regularly. Eventually, many followers know the micro-influencer more personally which appeals to their own personal interests. Hence the trust of the recommendation is obtained as well.
The trust given by the public to the influencers eventually attracts a more specific audience that is more receptive to the content that they convey.
A micro-influencer is more focused on making content that they are interested in. They spend a lot of time making good content that reflects their personality, using videos, pictures, and etc. Content like this seems more honest and convincing to their audiences. Thus, followers of a micro-influencer can feel like they have a closeness to the micro-influencer based on the similarity of interests.
Our Take
Running an influencer marketing strategy by working with micro-influencers may not be suitable for use by every brand in the same way. Hence, each company needs to find a micro-influencer who can attract the right target audience for the advancement of the company’s related brands so that marketing can be more targeted, measurable, and effective. And by this, the influencer marketing trend in 2020 is likely to be more advantageous and attractive
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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.
