Micro-influencers are characterised by having fewer followers than the millions of followers, macro influencers have. It might seem nice to have a celebrity promote your brand but their influence is limited. It is important to remember that influencer marketing is not just about getting millions of eyes on your brand, rather, getting millions of eyes that actually care. Micro-influencers are most effective in this area as they are considered a friend or peer to their followers, thereby able to exert actual influence over their audience.
- Micro-influencers are more relatable and have a better understanding of their overall audience.
- Knowledgeable and passionate regarding their particular niche
- Trusted source regarding the niche they focus on and entertain a close relationship with their audience, as a result, carrying more weight when it comes to product recommendations.
- They are able to deliver engagement
- Highly cost effective
- Due to their closely curated following, micro-influencers develop content at a more personal, relevant and focused level.
- Storytelling, storytelling, storytelling
“The human mind is a story processor, not a logic processor,” Jonathan Haidt, social psychologist.
People love stories. People tune into content that matters to them and leaves an impact, especially if it’s a story that they have experienced too. Stories have the power to influence a person’s emotions, consequently leading them to take action, which can be as simple as telling another person. Most importantly, stories gain trust. A story is not a vague, fact-for-fact recollection of an event, rather, it is more personal and genuine in nature. Finally, stories not only help gain ATTENTION, but good stories always stay with the consumer and are remembered in stone.
When engaging in an influencer marketing campaign, I cannot stress enough the necessity for the campaign to have a story. The protagonist/main character of this story is the customer. NOT the product. NOT the business. The CUSTOMER. This is because you want to offer value to the customer and ultimately, that is who you want to target. The product plays the role of ultimate sidekick in this story (e.g. Hermione Granger to Harry Potter, Genie to Aladdin, Donkey to Shrek, Chewbacca to Han Solo, Luigi to Mario).
Engagement over everything
Value people not numbers! When it comes to measuring success on social media it can seem difficult to decide which metrics are most relevant. Actually, it’s very simple. Engagement. Engagement is a measurement of how content is received, including how effectively a post encourages customers to interact with the post. Engagement can come in the form of liking, commenting, clicking links, retweeting or sharing. Micro influencers are most effective in generating engagement as they are known to have a smaller and consequently more interactive audience. An important note is higher followers does NOT equal higher engagement. In fact, it could be inefficient and more expensive to believe such a notion. Rather, social media profiles that generate consistent interactions are much more likely to generate traffic, boost content, spark conversations and ultimately more customers.
A consistent and lengthy campaign
A campaign is consistent in nature when it entertains one or more product related themes for the duration of the campaign. A consistent campaign does not involve the product or even the name of the business in each content produced. Rather, it conveys the brand’s message and overall selected theme(s) in each piece of content. This ensures the brand’s perception remains to be one of value. At times the influencer will show the product while other times, the influencer will simply promote the lifestyle features or content along the lines of the overall campaign message.
As noted by VICI media, a digital campaign must run for a minimum of three months as this results in a 70% renewal rate. In order for the campaign to not go stale, it is important respond to changes in social issues, worldwide events and even relevant celebrations in the influencer’s life. As a minimum, this could involve adapting the brand message to respond to Mother’s Day if applicable. Don’t be tone deaf. Make sure the brand’s message relating to the product is genuine and human.
- Not corporate and overly formal
- Not spam-like, which involves expecting influencers to unnecessarily bombard the product in front of their audience.
- Not a copy of other campaigns
Let influencers do what they do best
The biggest reason why influencer marketing campaigns fail is because brands interfere and micro-manage. As a brand, you need to provide a brief including campaign details and product features. What you should not do is spoon-feed influencers and produce content on their behalf as this comes across as unauthentic and worst of all stands out like any other ad. Influencers know their community better than anyone, and therefore, are able to produce content that their followers are used to and appreciate. Denying influencers their creative freedom is just asking for a diluted and generic campaign. Remember, influencer marketing is about valuing the influencer and their individuality. In the eyes of the consumer, the influencer is in demand so it’s best to let them carry your campaign in their own creative way.
Influencer marketing works for any businesses
Social media is embedded into our lives whether we like it or not. Consumers enjoy using social media, they enjoy interacting with others online, sharing opinions and experiences. Influencer marketing has significantly taken off in industries such as fashion, beauty, travel and technology. As long as there is a valuable influencer, running an influencer marketing campaign is a must. Influencer marketing is powerful, especially in a generation where consumers are seeking validation from someone important or well-informed in that area.