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Leveraging Micro-influencers over Traditional Paid Influencers

Paid influencers have long been a sales tactic for companies looking to promote their products and services. Celebrity endorsements seem like a clincher for success. But are they worth the cost? And do they really drive clicks, conversions, and sales?

Revolution Digital  |  March 23, 2018
Leveraging Micro-influencers over Traditional Paid Influencers

Paid influencers have long been a sales tactic for companies looking to promote their products and services. Celebrity endorsements seem like a clincher for success. But are they worth the cost? And do they really drive clicks, conversions, and sales?

When a company hires a popular celebrity to promote their brand, it is obvious to consumers that the star spokesperson might not really use or enjoy what they’re selling. Noting that a social media posts is an #ad or #spon, will likely result in the vast majority of a celebrity’s followers move on without exploring the company.

A marketing survey found that 30 percent of consumers were more likely to buy a product endorsed by a non-celebrity influencer than a celebrity, especially in the 18 to 34-year-old demo-graphic. Traditional, paid influencers are on the way out, and micro-influencers are taking their places.

The Power of Micro-influencers

Micro-influencers can be described as influential social media users with followings of around 1000 to 100,000. They are likely to have a niche following, such as fans of food, fitness, or fashion. They are typically far more engaged with their followers versus a celebrity, where you are more likely to find one-way communication.

Micro-influencers are especially powerful because, if they already like your brand, you don’t have to do much to turn them into excellent advertisers. Harnessing the power of these influencers means having your company backed by people who are willing to share their positive views authentically.

It might seem strange to choose spokespeople with fewer followers and an unknown celebrity status, but it could very well be the right choice for your brand. Passionate, knowledgeable micro-influencers have higher rates of engagement compared to celebs with major followers.

Micro-influencers are especially effective with the millennial generation, an important demographic for many companies looking for sustainable growth. Keeping things real and authentic makes a big impact on this age range, and keeps your product or service front and center.

The Benefits of Hiring Micro-influencers

Authenticity. Because these influencers know and love what you do, you can expect them to share messages about your brand that feel real–because they are real. Storytelling is a more relatable, conversational way to promote a company, and that comes naturally to micro-influencers. Celebrities, on the other hand, may never have heard of your company until you paid for their endorsement.

Cost. Micro-influencers are far less expensive than celebrity endorsements. When you budget for a celebrity, it can take up your entire marketing fund. Alternatively, micro-influencers may not even require financial compensation. As people who enjoy your products or services already, these influencers may be happy with free product to review.

Impact. Influencers have a lot of sway over their audience. Micro-influencers answer questions, reply to comments, and interact with their followers. This creates buzz about a product or service, and turns marketing into a real conversation. You may forsake reach in the short-term, but you can create real engagement with the help of micro-influencers.

Finding and Managing Micro-influencers

There are many benefits of leveraging micro-influencers, but there are some hurdles to overcome to make this strategy work.

Micro-influencers can be hard to find. Be aware that you must invest time and effort to secure the right people. Finding a micro-influencer that truly loves your brand means using the right metrics and analytics to scope out people who are saying good things about you.

Of course, it’s worth remembering that hiring a celebrity can be just as challenging–if not more! Creating a celebrity campaign takes not only money, but also a lot of consistent effort.

An agency like ours plays an important role in making your micro-influencer campaign effective. We act as community managers who build and sustain the relationship between you and the people who are speaking for you. We foster strong connections that boost your brand organically and authentically.

When sharing is fun and worthwhile for a micro-influencer, they will spread the message you want other people to hear. When authenticity is important to your business, you have to show it on your end too. Brands need to engage with their micro-influencers just as much as they need influencers to promote their brand. Everyone involved in the relationship should benefit.

We make this happen while keeping up with conversions, tracking, and reporting, so you can rest assured that your strategy is working.

Instead of spending all your hard-earned money on a celebrity endorsement that might not go as far as you think, consider bringing micro-influencers on board. Sometimes, smaller is better! Keep your company visible with micro-influencer marketing, and let us handle the intricacies of this important relationship.

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