Social media is no longer meant for social interactions alone. Many brands are findings ways of making sales and increasing their digital visibility using social media. As a result, people who have a massive following and can be persuasive to their audience are now being used by such brands to achieve their marketing goals. This type of people are commonly referred to us influencers. But the question has always been; how can you become an influencer?
While people may want to be influencers, it is important to understand that there are various tiers or categories of influencers. These classes are determined by the number of followers.
It has been revealed that most of influencers (especially on Instagram) have never paid for their post to be sponsored by the platform. In a survey conducted by Bloglovin, it was discovered that 53% of micro-influencers have never paid for sponsored post. I was also reported that most of them reached the micro influencer stage without spending money on promotion. It is only 10% of these influencers that have paid for Instagram ads. So, what makes all this possible?
Most influencers at this stage have a strong relationship with their audience. They are ideal for launching new products or boosting sales due to better market performance metrics. The high level of trust in their audience will transform to more impressions, clicks, and comments and at the end, conversions.
Micro-influencers have an ability to create and lead communities which constitute audiences that have a high affinity for a particular topic or industry. For brands, it is easy to access niche groups which may be available in the channels that are hard to penetrate.
Most brands prefer micro influencers because of their ability to use their number of followers to achieve the goals of a marketing campaign. These influencers have become a target for both brands and their audience because of what they can do with the available resources.
Micro influencers are a special lot that is so much into learning and growing their brand. The open-mindedness and the urge to learn more ideas makes them flexible to change and can also be willing to alter their compensation models depending on the circumstances. Their way of working enables brands to have more access and control over the campaign.
An increasing number of followers makes influencers to start limiting the number and types of brands to work with. In this case, micro influencers are open to working with different sizes of brands. As a result, it paves way to create a diverse and bigger audience.
After a fruitful marketing campaign, a brand may establish a long term relationship with the influencer so that they can become brand ambassadors for the company or product. The ease with which such arrangements are made by micro influencers makes them ideal for many businesses.
People trust family and friend’s recommendations before making a purchasing decision. Micro-influencers relationship with their audience is so close that such influencers are the most effective with the eWOM (electronic word of mouth).
Therefore, micro influencers’ growth can be attributed to their nature of operations and relationship with both the brands and their audience. Most of these type of influencers have the attributes that a brand would seek to penetrate a ‘not-easily’ accessible audience.
Alampi, A. (2019). The future is micro: How to build an effective micro-influencer programme. Journal of Digital & Social Media Marketing, 7(3), 203-208.
Gan, T., Wang, S., Liu, M., Song, X., Yao, Y., & Nie, L. (2019, October). Seeking micro-influencers for brand promotion. In Proceedings of the 27th ACM International Conference on Multimedia (pp. 1933-1941).
Mueller.K. (2021). What Is a Micro-Influencer? 7 Benefits They Offer Your Brand (+ Examples). Retrieved from Popularpays: https://popularpays.com/blog/micro-influencer-7-benefits-offer-brand-examples/