Influencer marketing has become a favorite marketing tool for brands over the past few years.
With Youtube & Instagram, brands use micro-influencers for promoting their products. Micro-influencers have a loyal fan following & they have their own niche audience.
According to a study by Experticity, 82% of consumers have a higher chance of listening to their favorite influencer rather than the brand itself.
These influencers earn big bucks. Somya Gupta, an Instagram celebrity with over 500,000 followers at the age of 21, earns more than 1 million. Her story is a journey from ordinary to stardom. She teamed up with over 50 brands including Calvin Klein, Loreal, Lakme, Garnier, Maybelline and One Plus.
Now, Who Are These Micro-Influencers?
These are everyday people on social media platforms with huge number of followers. They can be from a specific genre like Steven Onoja from the fashion world or Amit Agarwal, a technological influencers.
These people tend to have followers anywhere between 5,000 to 50,000 & these are dedicated fan base who trust them a lot.
With celebrities, people often find it difficult to trust them as they often endorse products strictly based on commercial needs. However, with micro-influencers, they have a connection with their audience.
Why are micro-influencers so popular?
More Engaging-
One of the primary reasons why brands go to micro-influencers for product promotion is that they have a higher audience engagement rate.
Micro-influencers are more like virtual friends, like most Facebook or Instagram friends that millennials have, who stay in touch, talk with them & value their opinion. They are more real people who understand them.
Cost-Effective
For instance, if Farah Magi, a fashion micro-influencer from Bangalore, is promoting a brand, they tend to charge per-campaign or tweet. This automatically reduces the cost of promotion for the brands. They offer greater value, in terms of a more direct connection with their followers, at lesser costs.
Improve Authencity
Another reason why brands have started working with micro-influencers is that they are more authentic & real people. People will relate to these influencers as they are an everyday part of their audience’s life. Consumers find it easier to connect with these people as they can easily be a part of each other’s lifestyle. Brands also benefit from this trend by boosting their own level of authenticity.
Brands Working With Micro-Influencers
They wanted to promote their new Pixelbook last year. Teaming up with The Sorry Girls to create a promotional campaign much authentic than their usual advertisement campaigns.
Coca-Cola
They teamed up with Travel and foodie micro-influencer Miette Dierckx & she became their brand ambassador. Miette’s happy posts creates a much more organic & fresh content appealing to her niche audience.
Spotify
They have been partnering with a number of micro-influencers for the past couple of years. Their campaign on “Weekly Algorithm” where they partnered with micro-influencers & real people to post hilarious tweets, testimonials on their social media page. Recently, they have started to partner with local bands and artists to help promote their music.
H&M
One of the major fashion brands, they partnered up with fashion blogger Julie Sariñana and model Ela Velden for their 2017 Fall Catalogue. Sariñana loved the line so much that she even promoted it from her own personal account.
Brand Promotion is changing its game to keep up with the change in audience engagement dynamics. Although, if done right, influencer marketing can totally earn you an edge in this competitive market, it can get tricky at times.
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