Microinfluencer Marketing is a rising trend in the digital marketing space. Over the last few years, it has carved out a special place for itself in the minds of marketers and brands at large. There is a huge amount of significance associated with the right endorsements for brands. The big brands find it easy to sign up famous personalities or celebs to promote their products but it is the small ones which are compelled to be more creative and find micro-influencers to carry their message to the right audience. Studies have also proven that more than 80 percent of consumers are tempted to buy products following the recommendations by micro-influencers.
Micro influencers are regular people who have been able to gain a reasonable number of following on social engines by pursuing their core interests or by being highly active on these platforms. Their following falls between 5000 to more than 50,000 people. The numbers are significant for small start-ups even though they are no match for the millions of followers a celebrity has. Brands find that micro-influencers tend to score higher on credibility rating among customers when compared to celebs as the latter is often seen promoting multiple products which bring to fore the commercial character of their endorsements. Hence, they aren’t able to bag customer engagement as well. The brands have gradually taken note of the potential of these new-age ambassadors to bring them to connect with the vibe of their customers.
You have to acknowledge the fact that common people are much more aware and savvier than they were a few years ago. So, when you are selecting a micro influencer you basically have to dive into the everyday content or posts which are created by them for their own niche of audience. The content has to be in sync with the image of the brand. An authentic influencer also will not pick endorsements for a brand which is not the right fit for his audience as any content which will seem alien to the online world of the influencer will not seem real and hence bound to be rejected. In addition, the engagement of the influencer with the brand, the aesthetics of his or her profile and other metrics serve as the deciding factor. It is not actually the following which actually matters as there is no minimum ideal figure defined.
You may use the following pointers to pick the right micro influencer for your brand:
Many known brands like Spotify, Adobe, etc. have had tremendous success with micro-influencers to promote their products. As a small business or a start-up, you too can have your share of the limelight but just need to touch the right notes and make good music.
Anuja is the Co-founder and CEO of RedAlkemi Online Pvt. Ltd., a digital marketing agency helping clients with their end to end online presence. Anuja has 30 years of work experience as a successful entrepreneur and has co-founded several ventures since 1986. She and her team are passionate about helping SMEs achieve measurable online success for their business. Anuja holds a Bachelors degree in Advertising from the Government College of Fine Arts, Chandigarh, India.