What Are Micro-Influencers and Why Should We Care About Them?
No matter what you do, direct advertising always feels like advertising, which can rub a lot of people the wrong way. One of the best ways to get your product or service’s name out there is through genuine and uncompromised reviews; if a celebrity uses your product and is seen using it, it can certainly boost your sales. Thanks to the rise of social media however, we’re seeing more and more micro-influencers, or, social media tier celebrities who may have amassed thousands or tens of thousands of followers on social media. Micro-influencers are thought of as being trustworthy, their integrity still intact thanks to their limited fame; it’s still worth asking though, why use micro-influencers in your marketing campaign?
Getting a celebrity to endorse your product can be costly. Micro-influencers are much more reasonable about their costs; in fact, some of them just use social media as a hobby or only make money through donations. Their cost for posting a promotional video of your product or an Instagram post may simply be getting one of your products for free. These are the kinds of people you want to work with anyway, those who genuinely believe in the quality of what you make.
Perceptions of Trustworthiness
HelloSociety, an agency that is meant to connect brands with different kinds of influencers, actually found micro-influencers to be 6.7 times more efficient in engaging potential customers than those who have larger followings. To understand this, consider who micro-influencers might actually be. Someone who streams video games or the owner of a yoga studio could be considered a micro-influencer. This people are legitimately invested in their crafts and mainly deal with products from their industry, so it makes sense that consumers would place more value in their opinions.
Adding a Touch of Humanity
Monolithic brands are capable of dumping tons of money into big celebrities, but it doesn’t always work out well. Consider the Kendall Jenner ad that Pepsi ran; it ended up being a total fiasco and caused Pepsi to receive a lot of flak for a while. This is in part because such moments feel forced and unnatural, much like people felt the advertisement was a hollow attempt at appealing to relevant social issues, it also seems unlikely that Kendall is a massive Pepsi fan, feeding into their appearance as a lifeless and cold corporation. Utilizing micro-influencers gives human faces to your products and people will remember you as a more approachable, friendly company.
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