Welcome to part two. If you haven’t had a chance to read: Other Than Running Ads; What Can I Try?, you should take a minute to do so. Don’t worry I’ll wait….
First Things, First: What’s An Influencer?
Most commonly described in the context of the definition of influencer marketing, an influencer is a(n) key individual(s), ‘influencer(s),’ that a marketer or business places focus on rather than the target market as a whole in order to persuade the marketing into purchasing a product or service. <— That’s a mouthful.
However, when most people hear the word ‘influencer’ they immediately think of vloggers and bloggers. But – with the rise of Snapchat and Instagram, a new form of influencer is currently taking centre stage. The Micro-influencer.
Influencers’ success partly relies on authenticity. Social media personalities usually wind up feeling like a friend who you hit up for advice, not an advertisement. Influencers are offering a way for businesses to advertise to an engaged audience of teens (and others who have become Ad Blind), who represent $44 billion in annual purchasing power and who often carry brand loyalties into young adulthood.
A micro-influencer is usually Instafamous or a Youtube sensation with a relatively high social following who they have a great impact on. The word ‘micro’ refers to their smaller audience but when placed within their community and at the centre of their influence, they can have masses of impact within their community. They are then able to influence their followers’ buying habits by advocating brands and encouraging them to buy a brand upon their recommendation.
Becoming a Micro-influencer is a great way to target customers who no longer have the time to sit and read an entire blog about a product but instead, like to get their information in small, bite-sized nuggets that they can digest quickly and easily. Instagram lets micro-influencers create what are essentially visual micro-blogs that really pack a punch. Similarly full-length Youtube tutorials are being taken over by short videos on Instagram or Snapchat and live streaming.
In the past, bloggers would use Instagram as an additional means to get followers onto their blog, now Instagram is their blog.
Micro-influencers can get an average of two-five times more organic engagement! So why not double the impact with some careful targeting?