In the past when looking to collaborate with an influencer or blogger, brands have favoured those with a huge following. However, recent studies have shown more brands are favouring collaborating with micro-influencers as part of their marketing strategy. Consumer trust in huge influencers is slowing dwindling mainly due to the excessive projects or ‘ads’ a single influencer takes on. For example, if an influencer posts five different products on their story in one day, consumers are no longer influenced to buy a product but rather doubt the passion for their recommendation and we begin to become resistant to advertisements by the influencer and brand.
Brands are turning to micro-influencers more as they are slowly recognising the importance of a loyal following. Micro-influencer marketing is slowly becoming a massive trend of 2020 and it is vital brands adapt to this trend and recognize the benefits collaborations with micro-influencers can have on sales revenue and brand exposure.
How can micro-influencer marketing benefit a brand?
Smaller bloggers and influencers often have a specific niche and audience that have a genuine interest in the content they post. Brands choosing who to collaborate with, would benefit from choosing someone who specialises and has an audience for a specific product. For example, a smaller brand selling resistance bands would likely gain more sales approaching a fitness blogger who posts videos daily and has a loyal following than someone high profile who has never posted about fitness before as the micro-influencer is considered a more valuable and relatable source of information.
Consumers behaviours are changing. Consumers are looking for a reliable and trusted recommendation rather than assuming if someone has one hundred thousand followers they must be trustworthy. Trust is massive when collaborating with an influencer or brand. It is important to choose who to collaborate with wisely as it can becoming damaging to your business reputation. Marketing is evolving and it is becoming more transparent when larger influencers advertise products for the money and when they genuinely believe in a product.
Increased Effort and Passion for a Brand
Micro-influencers are likely to put more effort and love into a post advertising your product or service than a larger influencer as they will be genuinely grateful for the opportunity. Opportunities for micro-influencers can be few and far between so if you do choose to work with a micro-influencer rest assured they will put 100% effort into ensuring the marketing content they create is perfect for your brand. Micro-influencers provide a personal touch to marketing and it is showing results through generated sales and social media statistics.
As said by Mike Schiemer in his article ‘micro-influencer marketing is an evolution of the good old word of mouth’. Choosing to collaborate with a micro-influencer preserves brand authenticity and can have huge gains in terms of product engagement and sales. Micro-influencer marketing is huge trend at the moment that can be used to your advantage to gain an organic and competitive edge over other brands. If you want to read about more digital marketing trends of 2020 I took inspiration from this post.