The Obsession With Micro-Influencers Is Growing
Micro-Influencers… I mean actors used to get $20,000,000 to appear in movies until the ROI wasn’t significant. The same thing is happening in the world of social media marketing. The days when top influencers receive tons of money to promote products are numbered.
Why? Because the audience went and got smart. Instead of looking for inspiration and tips from the top bloggers or influencers, they looked to the more niche, burgeoning influencers because the ads weren’t quite so in your face. That organic, authentic voice they once admired and looked for in these influencers was no longer there. i.e. They sold out. Then the government got involved and started cracking down on sponsored posts that didn’t declare themselves as such. So it got tricky. And the combination of all this led to the realization that heaps of followers don’t always translate to heaps of sales…
So now what? Enter the micro-influencers aka the tastemakers. As we’ve stated before marketing via micro-influencers is growing tremendously, and now brands (in particular beauty brands: see Origins and Elf’s latest initiatives) are paying attention. Micro-influencers may be less renowned, but have better engagement rates as a result of having a more authentic relationship with their followers. That’s what fuels brand loyalty and sales.
What’s the magic number? Am I a micro-influencer, if I’ve got nearly 700 followers? Sure, potentially anyone is! There isn’t a specific number, in fact. The sum of your followers can be 1,500 to 50,000 or so; it’s less about the sum and more about your engagement. What really makes you a micro-influencer is an engaged fan base, and the opportunity to post for them at a lower price point.
So get on REP, if you aren’t already and get to work.
(the monkey in our main pic is a Micro-Influencer)