By now, you probably have heard of Influencer-Marketing. An influencer is a person, who is seen as an advocator a representative for a certain topic because of their engagement on social media. But have you heard of Micro-Influencer-Marketing? Big companies are currently shifting their marketing strategies towards Micro- or even Nano-Influencers. Here is why.
First things first, what is a Micro-Influencer?
A study by Dr. Jonah Berger in 2016 gives a good definition of what a Micro-Influencer is:
“Micro-influencers are not traditional celebrities, but rather individuals who work in their category or are truly knowledgeable, passionate and authentic and are seen as a trusted source when it comes to recommendations for what to buy.”Dr Jonah Berger, 2016
A Micro-Influencer has between 1,000 and 10,000 followers. Numbers vary slightly depending on who you ask.
Dr. Jonah Berger’s study has shown that 82 percent of consumers surveyed for his study considered themselves highly likely to follow a recommendation made by a Micro-Influencer.
And what are the benefits?
Micro influencers are often strong content creators and creative minds. They are likely to put creative effort into their content and make it orinal and engaging.
They either blog about a very specific topic (e.g. evironmental issues, body positivity, a specific sport) or have a distinct focus in a broader topic (e.g. indoor plants). Therefore, their following is more niche and potentially more relevant for your product.
Passion is a big selling point. Choose someone who will actually enjoy and value your product. Genuine posts that transport genuine excitement help you to create a postive brand image.
Influencers already have an authority in their topic, so their followers trust their advice. It can help you build a relationshipt with potential customers. And you know, marketing is not only about direct sales. Spreading brand awareness is as important.
Depending on your goal, you can use different metrics to measure its outcome. E.g. impressions and engagement messure brand awareness or a trackable promotion code portrays conversion rates.
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