Micro influencing — less is more
They say that size doesn’t matter. Well, not in this case! We already talked about the Strength of Social Media and its’ way of connecting people. I will go further into the influence part of this article.
What is an influencer in general?
An influencer is a person who has followers. There are two things I want to clear right now. First, the core influencer doesn’t always have to be a person. You can get that with the example of an egg, but the one who is behind all of it — always a human being. Second, those followers aren’t some random followers. Those followers trust their influencer in a way that they have a certain bond with them. It’s an emotional bond that can be lower or higher, depends on the volume of the emotions.
Why are they so popular?
Well, people are sick of adds. To get to their targeted audience marketer had to think in a different direction when it comes to promoting their products and services. You have a person who has a great number of followers, for example, on Instagram. If you set a deal with that person, you can promote your product to his or her audience. Their followers won’t be so negative about the ads itself because it’s not placed as they used to, plus, they are connecting your brand with the profile they are following. That gives you an extra bonus in an impact that you want to make to your potential customers.
Difference between a common influencer and the micro influencer
So, now that you know what an influencer is and why is it so interesting to marketers, I will try to explain to you the difference between a common influencer and the micro influencer — which is my topic for you today.
A regular influencer has a really big number of followers. It has really good reach and engagement rate. All kinds of people are following their profiles and it’s all about big and fat numbers. It’s a cool tool for building awareness for a new product or a new brand. But, the lack of this communication channel is its big and fat numbers. The variety of audience is just too wide. Okay, your reach is really high, but how many of the people who have seen your ad, is really interested in things you want to sell? A broad audience is blind hunting.
Another negative thing that can come up with this kind of influence — they can be promoting all kinds of brands. In that case, the followers are losing their trust and the influencer is losing its credibility.
Micro influencing is all about impact. Numbers are a bit modest. But the end results are much valuable because you have a different audience than in an example before. Keep it small, but significant. Those followers really have a special connection with the person or profile that they are following. This audience is niche marketing. Most of the time, they are connected with a certain area or problem or anything that can come up in your mind. They have one thing in common and you can see if you can connect your product or services with that. If you can, the impact of your message will be greater than ever before.
For most of the time, micro influencer will reject to promote brands that they don’t believe in. This is why this kind of communication is really intriguing. The trust between the influencer and its followers is unique.
Things to take home
You have targeted audience, you have a spokesman in who your audience believes and you have a beautiful connection between your brand and the message — it’s a win-win situation.
