‘Micro-influencers’ is the new buzzword in social media marketing. While influencer marketing is still huge, consumers are beginning to lose faith in both the brands and influencers who are delivering paid endorsements. Paid endorsements in the garb of authentic recommendations come across as misleading and manipulative. A recent study suggests that 47% of customers are tired of influencer content that appears inauthentic and 62% of customers believe that influencer endorsements take advantage of impressionable audiences. The very reason influencer marketing works is that followers trust influencers to make responsible and authentic recommendations. People now know that influencers don’t necessarily use the product they are endorsing on social media. Micro-influencers, therefore, are now gaining ground.
Who are micro-influencers?
Micro-influencers aren’t typically defined by the number of followers they have. These are everyday people who people look up to for recommendations and advice about products before making purchase decisions. These are generally your trusted whānau – friends, family or colleagues. That advice is priceless.
What are the best practices while working with micro-influencers?
- Stay Relevant – Be true to your product category and choose influencers who have values that align with your brand or product
- Don’t send freebies for endorsement – Choose influencers who already use or engage/like your product. It should not be unnatural for the influencer to endorse your brand.
- Co-create – Give influencers autonomy in creating their own content in their own style because they understand their followers best
Why it is more effective?
- 60% better engagement and conversion rates because they are more credible
- 7x more cost effective – Allows you to cast your net wider by including several micro-influencers instead of one expensive celebrity/influencer
- More meaningful content