Being influential sways consumers. Just turn on the TV or scroll through your Instagram feed and you’re sure to see a celebrity endorsement. That red-carpet star was selected to partner with the brand because they have influence over a large segment of society. They come with a built-in audience of loyal followers who watch their every move. They’re popular.
And, they’re questioned.
Are they just doing it for the money? Or, to promote their next big project? Savvy viewers and marketing strategists often question these macroinfluencers and how genuine the attachment is to the brand they’re promoting. Do they really do that fitness routine? Would you find that protein powder in their kitchen? Maybe.
Then, there are those of us who are not celebrities, but have a public presence and a dedicated audience who are interested in some aspect of our everyday lives.
I was recently interviewed for an article about being a microinfluencer for Tom’s of Maine and thought it might be fun to define influence as it relates to non-celebrity people who have built an online audience.
Micro refers to several aspects: smaller social media numbers, smaller audiences and fewer moments of engagement online.
And our small, tightly focused influence is getting noticed.
A recent infographic from Canada-based St. Joseph Communications indicates:
For every $1 spent on influencer marketing, brands rake in $6.50.
Influencers are most prominent on Instagram, Facebook and Snapchat.
In 2018, 39 percent of marketers plan to increase their influencer marketing budget.
The average cost per microinfluencer post is $180. Celebrity macroinfluencers garner $250,000+ per post.
Who are Microinfluencers?
Let’s define this segment of the population. From the many articles I read each week on influencer marketing, it seems like most agencies and publishers define microinfluencers as people who shape opinions and forecast trends with 1,000 to 50,000 (with an average of 10,000) social media followers by their side.
Who do Microinfluencers Reach?
This small niche group communicates with an audience of peers ranging from friends and family to loyal online fans. The number of people they reach may be small, but the outreach is well received and feels very much like connecting with a trusted buddy.
Why are Microinfluencers Influential?
They have a small, tight-knit circle who listen to them. Their messages feel personal and communicative, rather than having a celebrity talk at you. Microinfluencers chat with you, build up a day-to-day relationship and often friendships.
When Should Microinfluencers Be Part of a Marketing Strategy?
If a brand is looking to connect with a very specific segment of people, partnering with a microinfluencer who has a strong affinity for your topic (and group of like-minded followers) can help drum up awareness with a razor-targeted audience. Microinfluencers niche down while celebrities generate broad appeal.
What’s it Like Being a Microinfluencer?
I love it. I get to write about my routines, hobbies, lifestyle and professional expertise for brands. I can often pitch the topics I’d like to write about and we work together to make them fit the brand’s needs. The best part overall though is my readers. I love their input, supportive words and empathy when it comes to exploring and sharing difficult topics. Their support means the world to me as a writer. It’s nice to know people are listening, being inspired and learning from my posts.
What’s your take on microinfluencers? Are they beneficial to the content marketing game?
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