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Are Micro Influencers Better for Business?

Posted on November 8, 2018 11:39 am;

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You may not have heard the terms micro influencer and macro influencer, but the chances are that you already know what they are. We have been led to believe that the most influential people to follow on social media are those with the largest number of followers (i.e. macro influencers), but this seems to be slowly shifting. Consumers want to hear from authentic influencers and therefore the popularity of micro-influencers is rising.

Why choose micro influencers?

Micro influencers generally have a following of around 10,000 to 500,000, but the difference with those followers is that they are actively engaged. Most of us have probably followed a social media account, just because the person is well known and has a high following, but how many of us engage with them? Micro influencers post content that their followers want to see and therefore, they can be more useful for businesses. Jacobtrue is an example of a micro influencer who engages his audience through his incredible photography. He produces content that interests his audience and by building a loyal following, businesses would benefit from any products he chooses to promote on his social media account. Micro influencers are also a lot less expensive for businesses than macro influencers.

The fall of macro influencers

It may seem much more beneficial to use macro influencers. After all, they have followers which often run into the millions, however, these tend to be much less authentic than micro influencers – and people see through it. When a celebrity promotes a product on their social media, the product placement is obvious, and everyone knows they’re being paid a lot of money for it. However, a micro influencer can do it in a much subtler fashion. The other downside of macro influencers, of course, is that they cost a fortune! Most macro influencers will have a price tag that many businesses cannot afford.

Influencer marketing and your digital strategy

You may be wondering if either is useful for your digital marketing strategy and the answer is yes, they can be extremely worthwhile. As a search term, ‘influencer marketing’ has increased by 400% in the last two years on Google Trends. Statistics have also shown that 40% of Twitter users have decided to make a purchase, just because of a tweet from an influencer. Influencer marketing is particularly useful for small businesses, who haven’t quite built up their brand. If you get in front of the right influencer, you can earn credibility quickly, without having to do all the legwork. You also get the other advantage of providing the audience with great content, without having to do it yourself! If you have the budget, it is well worth considering influencer marketing as part of your overall digital marketing strategy.

Influencer marketing is just one way to promote your brand, there are many others you might want to consider. If you’d like to develop your knowledge of digital marketing and the different strategies available, take a look at our digital marketing certifications.

You can also contact our program advisors via this link for better assistance.


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