Give credit to Micro-influencers, these content creators have major potential
Kylie Jenner (left) is considered as a top influencer and is praised by global brands VS Flowerbomb31 (right) who has 30,990 followers and is considered as a micro-influencer.
Lack of influencer marketing strategies can lead to missed opportunities and decreasing control over brand image. Some brands are taking over Instagram and YouTube and they are ready to work with creators to conquer today’s challenges.
Here are some of the tools to adapt to these challenges by getting up close and personal with the beauty disruptors: micro-influencers.
There is a vast and untapped pool of influencers:
When brands want to work with influencers, they tend to limit themselves to the most famous YouTubers, otherwise known as Top-Influencers. By ignoring all other influencers, brands essentially overlook a massive potential audience: Micro-Influencers. They alone account for half of all YouTube views in the beauty category: they are more accessible and willing to do in-depth product reviews.
Micro-influencers aren’t just random people talking about products: they are creating powerful marketing content, adding a source of brand credibility, reaching everyday consumers more than any TV or film celebrity on YouTube. Micro-influencers represent a huge opportunity for brands to reach wide and diverse consumer audiences, while Top-Influencers are hard to reach, long and expensive to activate.
The Direct-to-Consumer revolution
Take Benefit for instance, according to our platform on Octoly, 98.3% of all YouTube views about Benefit come straight from videos made by independent creators. That’s the equivalent of 1.4 billion views from all-time internationally fan-created videos.
‘Friends with Benefit’, a playlist part of Benefit Cosmetics’s YouTube channel, regroups a certain amount of videos with top influencers valuing their products. But how comparable is it to strongly opinionated influencers who give away real information to followers who truly admire their authenticity?
The amount of brand videos compared to YouTube videos posted online is incomparable. Brands are coming to realize just how important the opinion of people is and how they shouldn’t miss out on the opportunity of working with micro influencers.
Influencers are more relevant than official brand channels. As organic social reach is increasingly limited, micro-influencers offer exposure and a more authentic voice, leading to more engaged audiences.
66% of beauty consumers indicate that YouTube influenced their purchasing decisions by helping them visualize how the products would suit them.
Consumers said they trust influencers on social media, which they equate to “people I know,” at a rate of 92%.
On YouTube and Instagram, creators — aka influencers — are sharing their experiences with their audience. The Influencers takes photos and makes videos, their friends/fans/followers will comment, ask questions, or make requests for new videos or recommendations, raising another type of customer experience. It just shows how different Influencer Marketing is from a product placement on TV : it’s the pinnacle of earned media.
At Octoly we “believe in the power of passion” and understand brands and influencers. We are your solution to engage with more micro-influencers and offer you amazing content online.
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Also,
- Here are more resources to help your take your influencer marketing strategy to the next level,
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