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The Future of Micro-Influencer Marketing in 2019

Micro Influencer Marketing is a type of digital marketing, which is cooperation between the brand and some famous people on social media and creates Ad Campaign for any purpose you choose.

What’re the differences between Mega and Micro Influencer

Micro Influencer

These are typical consumers who are active on social media but don’t necessarily have a large following. They post about products they love because they love them, not because they’re paid to do so.

micro influencers could be anyone, from previous customers to advocates with humble social media followings.

 Mega Influencer

These are key voices in your industry. Unlike micro influencers, they have huge followings (usually 10k+ followers) and their livelihood revolves around their online presence or being famous in some way.

Mega influencers are paid to post content so brands can get access to their well-aligned and already-engaged audiences. 

Why Micro Influencer

Cost-effective

They are so cost-effective that they should be a key part of any brand’s strategy, whether you are dabbling or investing heavily in influencer marketing. For example, you could pay $10,000 for a top-tier influencer to do one post, or you could invest the same into a campaign with 20 micro-influencers to reach a wide audience that is more highly engaged and on target, creating a groundswell approach, which leads me to my next point.

The perfect recipe for a groundswell approach  

This is a great strategy for brand awareness and exposure as they give you the ability to saturate the market with your brand and product.

Furthermore, repetition is good in any type of marketing, and a micro-influencer campaign ensures that the target audience is regularly exposed to the brand or product through multiple outlets (outlets being the influencers).

Kings and queens of content creation 

Whether it’s written, imagery, video or multimedia content that you’re after, seek smaller influencers to get the job done on the budget, without compromising on quality.

Highly engaged, loyal audience 

What does this mean for marketers? Engagement is a much better metric for measuring and understanding influence. While an influencer may have 100,000 followers, their engagement rate is likely to be around 1%, which means only 1,000 out of 100,000 are actually engaged with their content. Meanwhile, a smaller influencer with 10,000 followers and an average engagement rate of 6% has an engaged community of 600 people. The cost between the two can be outrageous considering you are only reaching an additional 400 engaged people.

Authentic and personal

What makes an audience more engaged with one influencer than another? It’s their tone, authenticity, personality, content aesthetic, topic niche, and most importantly, their ability to be personal with their audience.

The other thing that makes them more personal is that their audience trusts them, which is more uncommon when it comes to macro-influencers who regularly work with a wide variety of brands, and are known to take on paid advertising projects. 

Go above and beyond to impress

My absolute favourite thing about working with micro-influencers, and why I always will value them, is that they are typically great to work with. They go above and beyond to satisfy and impress a client, doing more than is expected, as they are so grateful for the opportunity to work with a brand that values their work,  and you get to communicate directly to the influencer and build a meaningful relationship with them personally rather than through a talent manager.

An opportunity for small businesses 

Big brands have big budgets and can afford to work with anyone and everyone, so they often ignore smaller influencers. This isn’t always a bad thing though, as it means that while the big brands are seeking the next “it” celebrity for endorsement, small businesses, startups and movers and shakers can work closely with micro-influencers who closely align with their target market and budget. it means that anyone and everyone can play in the influencer marketing space, and there is potential to compete with your competitors no matter your budget or investment.

Tap into a Niche Audience

They have a niche audience – a small tribe that is closely aligned with their passions and interests is engaged with the content style and matches a similar demographic profile. In influencer marketing, the relevance of the influencer to the brand, product or service is key, and if they aren’t a good match, your campaign will almost always be unsuccessful.

Traditional marketing and advertising no longer reign supreme

We know that traditional marketing and advertising, and particularly print marketing, is no longer the go-to approach when it comes to increasing brand awareness, driving product sales, generating positive PR and launching a new brand, product or service. We also know that consumers increasingly consult social media and blogs when making purchase decisions, whether it is a quick google search, browsing the branded hashtag or looking at Facebook recommendations and reviews, the digital space is the first point of call for consumers searching for product and brand information.

Digital consumers are becoming savvier

As digital consumers become savvier with Adblock software and technology, marketers are having to be more creative when it comes to reaching their target market. The solution is influencer marketing because it is presented to consumers as editorial and advertorial, and is viewed authentically, rather than being forced upon consumers. 

How to Find Micro Influencers to Work With

The first thing a brand should do is to look through its own followers on its social media channels. Who is the brand already associated with that might be a potential representative? Who is interested in telling the brand’s story and is already talking about it? This can help to find the micro-influencers that match the brand.

The best way to establish and build relationships with micro-influencers is to engage with them, follow them and show appreciation for their content. When micro-influencers receive direct messages from brands, this will help to make them more likely to reply when an actual campaign is being built.

Difference Between Micro, Macro and Mega Influencers