How Do Micro Influencers Impact Modern Marketing?
Oct 7, 2022
The Internet’s reach today has enabled the world to connect within a few clicks. This has provided businesses a broad market reach and connected with their prospective customers globally. Earlier, only influencers with a higher reach were contacted. However, marketers today are able to gain market profits by promoting their products and services with micro-influencers who hold a niche market rather than a larger number of followers. It’s influencer marketing on a smaller scale where brands partner with individuals with smaller followings on social media to promote products with authentic, visual posts and not sponsored ads. Micro influencers are those individuals who have between 1,000 and 10,000 followers on social media.
Since they are very active on social media, they prove to be of value and benefit marketers in increasing brand visibility consistently. Furthermore, several brands use micro-influencers due to their affordability and real-time connection with their target audience.
Micro-Influencers Impacting Marketing Today
Influencer marketing is predicted to reach $16.4 billion in 2022 with 75% of brands shifting to micro-influencer branding methods. In influencer marketing, owning a certain number of followers does not determine their market reach. The whole purpose of micro-influencer marketing is to reach the niche target audience for your product or service.
Here is a look at how micro-influencers will enhance your marketing and increase brand recognition.
Content Focusing on User Requirements
Content is crucial to everyone and micro-influencers tend to focus on user requirements and also create a lot of user-generated content (UGC). This enables the conversion rate of a marketing campaign to rise substantially. UGC in marketing makes an impact on consumers’ buying decisions 93% of the time, according to Adweek. The future of marketing will continue to value UGC it will be even more powerful in the coming years.
Quick Results on Limited Budget
By adapting to micro-influencer marketing strategies, businesses can save an exorbitant cost on marketing activities. With their niche follower numbers, brands can connect with their target audience without having to travel to locations to attract their attention. Micro-influencers’ have vast audience retention and consistent audience interaction. This makes the process of promoting products quick and that too on a moderate budget. Hence, it increases the business ROI.
Obtaining higher engagement online is one of the most challenging aspects for several online marketing campaigns. With influencer marketing, businesses have a great method to increase their engagement rate consistently. As micro-influencers are always connected with their audience, it results in higher engagement, leading to potential consumers connecting regularly with your brand. What’s more? A brand is now also able to reach audiences across markets by collaborating with different influencers across regions.
Customer Trust & Loyalty
Customers today seek true brand reviews and micro influencers become loyal brand advocates enabling the audience to obtain reliable reviews of products. Hence with micro-influencers, the raw view provides larger credibility to the brand in a competitive market. Therefore, several large corporations are also adapting to micro influencer marketing strategies to sustain the evolving marketing trends. This ultimately enables the influencers to lead the marketing campaigns and advocate for the audience’s interests.
Finding the right influencer to suit your business and marketing needs can pose a challenge at times. To find the right one, the company’s and influencer’s values must align with one another and that of the target audience.
We will continue to see micro influencers become more and more popular. Marketers must assess the strategy and investigate how a brand can collaborate with a particular micro influencer to boost its engagements. If done right, this strategy can lead to the development of a loyal brand community.