The 3rd Coat PR team regularly works to capture the attention of target audiences by collaborating with the most influential Instagrammers, YouTubers, Bloggers, and other key digital influencers to create a bigger, better, comprehensive and relevant narrative for the brands we represent. With that said, the world of influencers can be quite confusing to navigate and influencers do not always appear as effective as their numbers show. This is why we want to highlight some benefits of working with Micro-Influencers and uncover why bigger isn’t always better!
Influencers in general are some of the best at emotionally connecting with their followers by being honest, genuine, and trustworthy. The most effective influencers are those that their audience can relate to and consider a “good friend.” The most successful YouTubers, Instagrammers, and bloggers (big and small) have spent years developing these relationships and building up the trust of their followers by opening up their lives to the public. They are often considered success stories as well for being able to build successful images for themselves in the ever-changing social media world. most of them likely started with little to no followers and even may have used websites similar to www.getviewed.net, to potentially gain some traction on their early content. Through their consistent approaches, some of them eventually are able to grow their audiences to a large enough size for their content and interactions to become seen as valuable to brands. For reasons such as this many different brands and markets might be keen to work closely with relevant influencers to help promote their businesses. Even in newly emerging markets, like the cannabis/hemp industry, we see the cbd influencers with a large (or not-so-large, doesn’t matter) following endorse their favorite products to the audience. The audience listens to them because there’s a legitimate connection with the content creators, and their words are seen to be trustworthy! The followers have seen them on the journey for years together and it’s only natural that a bond develops.
Research from Twitter shows:
- 49 percent of consumers seek purchase guidance from social media influencers.
- 20 percent said that a Tweet from an influencer inspired them to share their own product recommendation.
- Nearly 40 percent of Twitter users said they made a purchase as a direct result of an influencer’s Tweet.
What is a Micro-Influencer?
A micro-influencer is defined as an influencer with a following of 1K-100K followers. It has been proven that micro-influencers are able to connect with and relate to their audiences more effectively than macro-influencers with larger followings. They are able to engage with more of their audience using software that allows for real-time messaging (you can learn more about this here) as there are smaller numbers. Just because an influencer has an impressive number of followers does not mean that those followers are truly engaging with their content.
Why Work with Micro-Influencers?
One of the main reasons that micro-influencers are so influential is their ability to be focused. They have created a niche for themselves in a certain area and have built an audience that also cares about that topic. They’re experts, and expert recommendations are what consumers want and trust. Sites like unrulyagency.com can help brands build contact with influencers to create marketing content.
Here’s an example of an Instagram and blog post from a micro influencer that we recently worked with for our client, O-Cedar. You can see that DIY Playbook, a lifestyle blog with a following of just over 30,000, generated authentic comments on their post about the new O-Cedar ProMist MAX Spray Mop:
DIY Playbook O-Cedar Blog Post: http://bit.ly/2ynhU8y
DIY Playbook O-Cedar Instagram Post: http://bit.ly/2yJCUHA
Another example with strong engagement comes from a campaign for our memory foam mattress client, Sleep Innovations. Aligned with our strategy of partnering with goal-oriented millennials who are pursing their passions, this micro influencer, Martin Solomon, who has 16K followers, generated nearly 1,000 likes and dozens of brand-related comments on his sponsored post featuring his new mattress.
Martin Solomon’s Instagram Post: http://bit.ly/2ymoZX5
Here are some fun facts about micro-influencers*:
- Micro-influencers create focused and authentic content with 82% of their consumers likely to trust their recommendations.
- Micro-influencers have been known to help brands increase their sales upwards of 300%.
- On Instagram, micro-influencers have a 4% like rate vs. just 1.6% for macro-influencers.
- Micro-influencers offer on average a 100% increase in engagement over macro-influencers with approximately 8% engagement rates, compared to just 4% for macro-influencers.
- Micro-Influencers are more cost effective than working with a larger, celebrity-level Influencer.
Now that you have a better understanding as to why micro-influencers are so beneficial to work with, let’s get started on a program that will help drive awareness and sales for your brand. Reach out to [email protected] for more info today.
* Bulldog Reporter (2017, August 29) A Micro-Webinar. Retrieved from http://bit.ly/2ylxYbb.