Size Isn’t Everything – Why Micro Influencers Matter

Size Isn’t Everything – Why Micro Influencers Matter
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Micro-influencer marketing has been named as the industry’s next big ‘thing,’ publications such as Inc., Econsultancy and AdWeek listed micro-influencers as a marketing strategy that will increase in importance this year. Indeed, some of the world’s biggest brands are working with micro-influencers. Companies such as Airbnb, ASOS and Glossier have been applauded for their micro-influencer campaigns. However, I believe so far, most brands have yet to realise a micro influencer’s full value. Unlike traditional macro-influencers or brand ambassadors, micro-influencers have a smaller following of loyal, engaged and responsive fans that often share a common interest or passion. Like a close friend, a micro influencer’s advice is more actionable than that of an aspirational celebrity. Marketers are working with these people because it’s a more cost-effective way to engage with customers than partnering with a celebrity brand ambassador. Also, selecting micro-influencers who are respected and trusted allows marketers to build meaningful relationships with their target audience. Banking app Monzo is one company which used micro-influencers as a way to build up its customer base and reputation from very early on. The Monzo team were already connected with relevant tech micro influencers, and used this to their advantage. They gave pre-paid debit cards to a small group of tech micro-influencers to let them try out the service. Word spread fast because the product was strong and the micro-influencers’ networks were closely linked, this meant positive recommendations of Monzo quickly reached to the micro-influencers’ follower networks. These networks were made up of […]

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