Can a micro-influencer have a big punch?

Micro-influencers
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You’re probably asking yourself what a micro-influencer is. I don’t blame you, it’s a ridiculous term that someone in an agency has made up.

So, what is a micro-influencer?

The official definition of a micro-influencer, provided by Hubspot is “an individual who works or specialises in a particular vertical and frequently share social media content about their interests”.

Or, as I prefer to put it, a micro-influencer is “a passionate person who shares their love and insight with others through social media posts”.

Micro-influencers live on social media and tend to have a large dedicated group of followers.

A changing concept

Influencers have been around for decades even centuries. If you look back at history, royal families have always influenced the way people dressed. So, you could call them influencers.

In the nineties, brands used famous music stars or actors to endorse their brand. Pepsi has spent millions of dollars paying big music stars, like Beyoncé and Katy Perry to promote their drink.

In the last five or so years, influencer marketing has involved using celebrities to endorse brands through social media. The Kardashian family are a prime example of this type of influencer marketing. Kim Kardashian can apparently earn up to $300,000 for endorsing one brand. In truth, this figure is probably much higher.

What has happened though, is that celebrities are now endorsing so many brands that their influence is dwindling. Which is not surprising. How many types of sunglasses can one-person think are the best!

The march of the micro-influencer

As the amount of impact that celebrity influencers have is reducing, the amount of force that micro-influencers have has increased. Their popularity has undoubtedly been fuelled by social media.

People are becoming more trusting of what they see as ‘normal people’ tweeting or posting about a specific product they have found.

Where to find micro-influencers

Micro-influencers tend to be young (20-40 years old) and are only one step away from knowing about the next new trend or product.

You will more likely be able to find them on Twitter, Instagram and YouTube and Facebook but not so much on Pinterest or LinkedIn.

On average, a micro-influencer will have around 10,000 followers. This may seem like a lot but when compared to celebrities who can have millions of followers, it seems quite low. The difference is that the people who follow micro-influencers share their passion. This could be for shoes, clothes, tech etc. Whereas, people who follow celebrities want to have an insight into their life.

Can micro-influencers help SME’s?

Yes! The trick though is to find the right influencer. Time must be spent on researching the best person or people to reach out to.

It’s also important not to jump straight into a sales pitch to try and convince them to review your product. A relationship must be formed first. This can be done by interacting with them, liking and sharing their posts, or by commenting on posts. Then you should reach out to them and introduce them to your brand.

If they show interest and agree to review your product, it has the potential to reach thousands of interested and willing to buy consumers. Which is a great win for your business!

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