The Rise of Micro-Influencers and Why They Are Effective
Social media can frequently be considered “no man’s land.” Sure, everyone knows they need it and they know big numbers mean good things, but beyond that it can be difficult to understand or analyze. Engagement is good, reach is good, but what actually defines good? How do you measure the return on investment (ROI) of social media? Goal setting, measuring clicks, and high levels of likes and comments can be excellent ways of communicating the value of social media and working with your influencers.
At the end of the day, social media is valuable. We don’t deny that. It allows you to be proactive, create conversation, provide instant responses to your customers, and create relationships with your followers. Now, let’s add influencer marketing into the equation. Influencer marketing is authentic, it creates engagement, and above all, it’s powerful. But is the number of followers a guarantee of success? Not always…
SOMEONE WITH A LOT OF FOLLOWERS COULD BE WRONG FOR YOUR BRAND
Big numbers are sexy. Having 300,000 followers can be mouth-watering to brands. But at what point do those heavy-hitting influencers become more like the paid advertisements companies are seeking to avoid? If every post is an advertisement or the influencer has a string of ambassador titles and sponsorships, where is the authenticity to their promotion or engagement? Would they buy that product on their own and still talk it up? Do they have relationships with their followers or are they a new type of celebrity that is entertaining to follow but doesn’t really connect on a “girl-next door” level?
Social media users are savvy and they can tell a “fake” – they will still follow that account, but it doesn’t mean that this person will affect their purchasing decisions.
MICRO-INFLUENCERS ARE AUTHENTIC AND TRUSTED
Micro-influencers (under 10,000 followers) offer an alternative solution to the lack of authenticity that can sometimes be involved with the larger social media accounts that already have a lot of brand partnerships. The micro-influencers may not have as large of a reach, but their engagement levels are higher and they maintain more relationships with a larger number of their followers. They reply to comments, reach out to create conversations with other users, and their followers are almost all like-minded individuals with similar interests.
With the changing algorithm for Instagram, many organizations expect the impact of micro-influencers to grow even more. After all, engagement is key on social media. You can only fan-girl over your favorite celebrity for so long before you learn that they don’t have your best interests at heart. Talking to another community member who has influence but is ready and willing to converse and discuss details about products, interests, and, of course, horses is the key to an essential influencer campaign.
At the end of the day, who do you trust more? A social media celebrity who is likely to never reply to your comment or someone who you might run into at a horse show and who would remember you and your name? I personally would pick the individual who could potentially be my friend and can offer insightful conversation. Which one would you choose?