Since social media have expanded with such channels as Instagram, Facebook, Twitter and YouTube, a new trend — to deal with micro-influencers became increasingly favored. This type of opinion leaders has well settled in the market traditionally ruled by the celebrities. So, let’s get to know them: micro-influencers — bloggers, who are good at highlighting the topic they are fond of, while having 1000 to 100 thousand subscribers.
For a deeper understanding of why nowadays brands prefer to collaborate with micro-influencers, we need to dive into the secrets of their efficiency.
First of all, every micro-influencer has their own exclusive style of storytelling. Thus, they can be more flexible and creatively in the promotion of service or product.
Secondly, the rule “the more – the better” works here perfectly: dealing with a few micro-influencers, brands can get more engagement of an audience, spending less budget. Brands need to choose influencers according to their goals. If your goal is to increase awareness – you better work with a celebrity. But if you’re looking for a new experience of an audience and feedback – go with micro.
For underlining the impact of cooperation with micro-influencers, take a look on the cases.
Sometimes it’s a hard ride to attract consumers’ attention to the launch of a new car. That’s why MINI Australia hired 5 Instagram micro-influencers to get behind the wheel and go for an adventure in a new MINI. The influencers made 14 posts and as a result brand reached 8,319 engagements with content and 147,800 consumers coverage. Not bad for a test drive, huh?
Another case from fashion industry: Yves Saint Laurent launched a campaign with 21 top-to-the-line micro-influencers. They took a part in a glamorous party, where they had to post one picture and one post along with the brand’s hashtags. As a result, their stories collected 11 563 likes and comments. The campaign with influencers had an engagement rate of 14.4%, while YSL’s official page got only 0.19%.
Nike needs no introduction. Even so, one of the leading brands in the world is a top user of word-of-mouth marketing, and Nike works with both celebrities and micro-influencers. To promote their new Air Vapormax, they decided to work with the YouTube channel “What’s Inside?”. It is run by a father and son and is known for cutting up all objects to find out what’s inside. The video alone has been viewed more than 3.6 million times and has received 32,000 likes.
Just scroll your social media accounts and you’ll make sure that micro-influencers of all shapes and sizes are everywhere running their channels.