A year ago we shined a light on micro-influencers, the newest protagonists of influencer marketing, today, we take a deeper look into the reality of influencer marketing and the reasons behind the rising power of micro.
A lot has changed in the influencer marketing world this past year.
The Committee of Advertising Practice (CAP) has issued fresh guidelines for brands working with influencers, urging both parties to protect consumers before they engage with content that is sponsored. Where the content wholly concerns affiliate linked products and is entirely ‘directly connected’ to the supply of those products, the commercial nature of the content should be clear prior to consumer engagement. If not otherwise clear from the context, social media posts which include affiliate links should be obviously identifiable as advertising. New guidelines encourage brands and talent to be ‘upfront and clear’. So for example, branded videos should include an ‘ad’ warning in the title to ensure users are aware of their commercial nature before pressing play.
Today, Authenticity is more important than ever: according to eMarketer, 59% of consumers say ads that are inconsistent with an influencer’s feed feel fake. On one hand, influencers need to demonstrate to their followings that they are in it for more than just money, on the other, brands need to carefully approach selected partners with creative opportunities that align with their particular subject matter expertise.
Brands are spending more and more budget on Influencer Marketing campaigns. Why? For one, it’s working quite well for them. As Forbes contributor AJ Agrawal writes, “It’s not exposure [brands] want. Pure numbers and big promises of impressions are only half the value. The other, more important, half comes from association.”
Influence no longer means having a big follower count. Influence is being redefined: subject matter experts, or niche influencers, are more powerful than general social media celebrities because they have authority within specific topics that tie close to a brand’s own products or services.
All these reasons explain why, a year later, micro-influencers are still on the rise.
Micro-influencers are smaller-scale personalities who promote brands and usually have between 10,000 to 100,000 followers. We’re talking about real people who have affinities for real brands with small but loyal followings, are increasingly disrupting advertising models and have brands scrambling to catch on to the latest “way in” to reach new customers. A recent study commissioned by Experticity showed that micro-influencers have 22.2 times more conversations than typical users.
There’s a reason. Micro-influencers are small but mighty, and somehow, they manage to solve a bunch of advertising challenges in ways no other tactic can.
So why is it better to choose micro-influencers for your influencer marketing campaigns? Some say micro-influencers have been 2017’s “ItGirl”, all we know is they solve problems and drive sales for several reasons:
- They are Authentic. Consumers trust peers more than brands. Micro-influencers have built their fanbase interacting with users, creating bonds through engaging content and consistency. Influencer marketing based on celebrity influencers is no longer as effective because people no longer believe in celeb-promoted products. The “internet-famous” are less trusted because their content will almost-certainly be identified as sponsored.
- They are Trustworthy. It is a matter of connection: the more an influencer is known, the less the audience feels connected to him/her. In a world where push-notifications, personalized ads and browser cookies seem to overcrowd us with constant information labeled as “relevant”, we tend to rely on personal connections to filter the enormous amount of content around us and choose what best suits are needs. Micro-influencers are within the audience’s reach, they are closer, and they feel more invested then any other celebrity.
- They are Engaging. Today, many studies have confirmed that more followers = less engagement. More followers also means it is harder to find common interests among users and therefor it is not always easy to figure out what to talk about. On the other hand, influencers with fewer followers are able to create relevant and interesting content that always leads to higher engagement rates. These influencers interact with their fans, respond to comments and start online conversations.
- They are Cost-Effective. Macro-influencers are expensive and not as convenient. The simple question that comes to mind is: why should anyone spend so much money for a single post that will get lots of views but still feel like brand-generated content rather than spend the same amount of money for hundreds of micro-influencers to create and distribute content that feels authentic, personal, is more target oriented, would reach broader audiences and create a more positive brand sentiment.
- Micro-influencers also allow Mass-Distribution. It’s possible to engage thousands of influencers efficiently and cost-effectively to either create or distribute content at scale. Micro-influencers will develop creative, authentic content at scale that will meet reach, engagement and conversion KPIs.
What can go wrong?
Although micro-influencers are on the rise, it is not always easy to identify personalities that can help your brand and fall into scams. Studies reveal that when working with Micro-influencers there is a higher risk of fake followers and engagement. Also, a lot more time is spent on influencer selection and management and you risk associating your brand with someone who isn’t going to prove valuable in the long run.
Identifying your true brand advocates isn’t always an easy task. To accurately and honestly harness the best of influencer marketing, you have to find people with a true affinity for your brand.
- Hashtags: The easiest way to look for influencers who are already interested in your product is to use hashtags. Search hashtags that are relevant to your company, product or market on Instagram or Twitter to find the top posts for that specific hashtag.
- Research on social channels or Google: You can start by searching your followers to see if any of them have a large following; also, you can use Google to look for bloggers in your area.
- Consistency: when maintaining an engaging social media account, consistency is key! Make sure your selected influencer posts regularly on the preferred platform.
Also, make sure the engagement rate is high and people actually interact with your micro-influencer. Sadly, many people still buy followers online, so it’s best to check if the follower count is matched by high engagement rates.
When people believe in something, they want to tell people about it.
When influencers are not truly passionate about your brand or cause, it can backfire. You have to figure out who your brand advocates really are, what they like and if they like your message or product.
Ask yourself: are they a good representation of our values?
If so, then make sure you nurture the relationship, invest in developing solid bonds with these people and customize how to interact with them.
It might seem like a lot of work, and it actually is, but on the bright side, there are “tools” to locate the best influencers, and although most of them rely on automated key words that say nothing about the nature and quality of these interactions, others use qualitative Influencer Detection (ID) methods that aim at mapping a given cultural scenario and identifying its most prominent actors. The qualitative aspect of the connections that link people together is key to a deep understanding of the semantic background and leads to the real meaning and purpose of words that can’t be reached with automated tools.
Viralbeat Believes In The Power Of Relationships: Long-Lasting, Trustworthy Relationships That Lead To Reliable Engagement.
Never stop looking for new influencers. In today’s marketplace, Influencer Marketing is a must-have, something you need to support your brand identity and look trustworthy to the outside world.