You may have never heard of the term “micro-influencers” but they are actually a very powerful tool that companies can use to create and maintain a brand. All businesses wish to appeal to the converted youth demographic and micro-influencers have the ability to do that for a sustained amount of time.
A micro-influencer is someone who has a strong, loyal following of fans online who may not have millions of people subscribed to them.
They have become increasingly important for companies over the last few years because they provide a valuable service: they can reach out to a group of people who will really listen intently and take their words and endorsements seriously.
What does a micro-influencer bring to the table and why would a modern business be wise to use them as their biggest marketing tool?
Genuine
At first, micro-influencers may appear to be at a disadvantage in the social media world, which is primarily controlled by A-list celebrities and mega-influencers. However, the surprising element is that their power comes from being genuine.
We have all seen content from celebrities that seems artificial and flat and we can tell they are simply saying words because they are getting paid. On the other hand, micro-influencers have a knack for making things feel more intimate and deep and genuine. It’s not just an ad, it’s a heartfelt statement.
Micro-influencers are a lot like a friend who makes a stylish wardrobe without any effort. When they endorse products such as custom shirts online, it doesn’t come across as a sales pitch. Quite the contrary is true and it seems like a thought-out, truthful endorsement, and that can make all the difference, especially for a young shopper.
Authenticity is so beneficial for products that are considered “niche”. A unique T-shirt or a personalized tote bag is as important for self-expression as it is for practical use and it carries a feeling of true authenticity. Micro-influencers are skilled at communicating a sense of connection because of their engaged and closely connected audiences.
Think about the idea of an up-and-coming influencer who is involved in the fashion community. While they may not have millions of followers loyal to them, they do enjoy a dedicated community that is immersed in the current trends and loves to discuss it with others.
So, when this influencer shares a custom hoodie with an awesome design and a unique backstory, it’s more than just a regular post.
Community
In addition to bolstering a company’s profits, micro-influencers also bring another super helpful tool to make companies resilient and strong: a sense of community. Their viewers are actually lively and involved, they’re not just mindlessly scrolling through social media and feeling checked out.
Micro-influencers want honest and open conversations with their fans, unlike the world’s biggest influencers who may have so many followers that they all end up seeming anonymous. Unlike their more popular peers, micro-influencers actually respond to fans’ comments, answer questions, and participate in debates.
They have a smaller following but they value it more and that crafts a strong, long-lasting sense of community that will help when a deal is made with a company.
This is the sort of closeness that you just don’t get with traditional, old-school marketing.
Inexpensive
Cost has to be considered too and yet another huge, undeniable advantage of a company using micro-influencers is the price of employing them.
Let’s be honest: collaborating with a celebrity or mega-influencer can be just as expensive as a whole marketing campaign. It will cost millions of dollars. You have to spend money to make money but many small businesses don’t have that sort of cash to spend.
But with micro-influencers, smaller businesses now have a cost-effective option that can get the job done in a very modern, unique way.
By working with several micro-influencers, companies are able to expand their reach to the world and find the right kind of audience, all for the price of one post from a world-famous celebrity.
Creativity
A good marketing campaign is one that has a lot of creativity. Luckily, micro-influencers are a treasure trove of creativity. If a company is looking to find a new personality, brand, and style, micro-influencers are the way to go. Get ready to get creative!
These influencers aren’t just taking a product and posing with it. Instead, they are crafting original content that is personal and special. A smart company would be one that lets the micro-influencer do what they do best: create. Get out of the way and allow them to do what comes naturally to them.
Conclusion
In a world where flashy ads and big-time celebrity endorsements are usually met with all kinds of skepticism and rolling eyes, micro-influencers can bring companies a refreshing, exciting, beneficial change. They are genuine, and engaging, and they obviously know how to make a strong connection with their fans. All of this can work wonders for companies.
To read more content like this, explore The Brand Hopper
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