Marketing is all about who’s talking about you.
You want to talk about your products, but those who are listening are probably your existing customers. You need to widen your audience base and explore new territories.
Instead of starting from scratch, why don’t you approach those who are already engaging with your prospective customers?
In this social era, micro-influencers could be the brand ambassadors people are actually listening to.
Here are some facts about influencer marketing that will make you sit up -
- Businesses make at least $5 for every $1 spent on influencer marketing.
- Global Influencer marketing spend will grow by 15% globally.
- More than 90% of consumers globally trust user-generated content (UGC), word-of-mouth recommendations and reviews more than they trust ads.
- Brands are set to spend up to $15 billion on influencer marketing by 2022.
- At least 36% of consumers below the age of 25 buy products based on an influencer's recommendations.
Why micro-influencers?
Are you wondering why you should partner with micro-influencers instead of just making a big-budget video with a famous celebrity and posting it everywhere – or even work with a macro-influencer with over a million followers?
Here’s why:
- An influencer with a huge fan following does not come cheap. Micro-influencers, on the other hand, cost less – way lesser than a celebrity. So for a fixed budget, you could have either one person talking to a faceless crowd or 10 people talking to niche audiences about your brand.
- They come with fewer demands. They are fairly easier to work with than more prominent names.
- They have a niche audience that follows them for real content and trusts them.
- They tend to have higher engagement.
- Collaborating with influencers leads to the humanization of the business and improved brand awareness.
Once you've decided to dive headlong into influencer advertising, you must come up with a digital media strategy to protect your brand like armour.
A fail-safe micro-influencer strategy
While it may not seem so at first glance, influencer marketing is not always about popularity. An influencer marketing campaign's success depends more on factors like rate of engagement and the general reputation.
List the KPIs that align with your campaign goals and then look for the right fit.
Also, iron out any kinks and challenges in advance. Think about what kind of content you need. Would you prefer that they post brand-generated content or let them create content around your product or service?
Micro-influencer trends in 2021:
Go long
Contracts and long-term relationships will prevail. Since stricter guidelines are governing influencers' content, it will be prudent for both – the brand and the influencers – to read the fine print to avoid possible mishap.
Live is well-liked
We can expect more live streaming in influencer campaigns. Instagram Live usage increased 70% since April 2020, forcing brands to push the boundaries of content creation.
Employees on the roll
No one knows your brand like your employees do. They are probably the best brand ambassadors you can come across. Incentivize and utilize the social media presence of your employees in 2021.
It’s better to nurture and leverage in-house assets that already exist than to create something from nothing.
Find the real deal
It will take a bit of effort, but make sure you find the right talents. Over 60% of marketers consider finding relevant influencers for a campaign a problematic task.
Look for specialized influencers posting real, valuable content over generic fluff. Performance marketing will be your friend here, especially if you value results over empty words.
Get it on tape
Video marketing is bigger than ever – and will continue to be for the near future. By 2022, video will probably account for 79% of the total mobile internet traffic.
With so many possible video formats available – Reels, IGTV, stories, in-feed – it would be downright reckless to ignore influencer video marketing.
Unrestricted by channel
Don’t limit yourself to a particular channel. Just because your brand page is popular on LinkedIn, it doesn’t mean you can’t work with Instagram or TikTok influencers.
Moreover, you should broaden your horizon with cross-channel marketing.
Amplify the influencer content and milk it for maximum exposure. Promote it across other channels, re-share their posts on your own feed, and boost it for audiences on other channels.
This will also benefit your micro-influencer, making them keen to work with you again in the future.
Get them talking
Rather than thinking in terms of B2B or B2C, influencer marketing is P2P – people to people. This is the chief reason for its growing popularity among marketers.
There is excellent scope for growth and creativity, especially with micro-influencers. Join the club while it’s not too late and multiply your revenue by the minute.
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