Micro-Influencers with Big Impact

Posted on: March 20th, 2018

what is a micro-influencer

Rumor has it that micro-influencers have significantly altered the marketing game. As social media habits continuously evolve, marketers must adapt to consumer trends in order to maintain a competitive brand image. A recent shift in social media culture has caused consumers to veer away from supporting sponsored superstars and toward relatable social media influencers. Micro-influencer marketing employs these media-savvy entrepreneurs to promote brands to their established network base. But wait, what is a micro-influencer and how did they become so popular?

What is a Micro-influencer?

Micro-influencers can be defined as active social media users with a large following who utilize their platforms to share their opinions, findings and lifestyle. These individuals are typical, everyday consumers that publicly use their voice to implement reactions through social networking. Micro-influencers consist of bloggers, brand ambassadors or simply high-profile users. They have become increasingly popular for consistently sharing relevant content to their fixed target audience.

Through time and growth, micro-influencers have established a trusted network of followers that can relate to their personal messages or opinion of products. Their ability to maintain a humane persona allows for a more credible connection within their fanbase than a celebrity. By directly engaging with their followers, micro-influencers have built personal relationships that they utilize to promote sponsored content. This sense of personability is what sets micro-influencers apart from macro-influencers, and is an evident factor behind their success.

Why They’re Significant

Because micro-influencers are self-starters, their customary fanbase was established based on similar interests and relatable connections. They know what content their followers expect to see, as well as what will encourage engagement. In order to sustain credibility, most micro-influencers will only promote products or brands that they truly believe in and support. By utilizing influencers with a tight fanbase, micro-influencer marketing has the ability to tailor very specific messages to very niche audiences. Compared to celebrity macro-influencers, marketing to this smaller audience is proportionately more affordable and more profitable for brands.

These micro-influencers have become the professionals of circulating content by word of mouth (WOM). In the marketing world, WOM drives nearly $6 trillion of annual consumer spending, making their impact a vital factor for regulating profit. The honest validity that comes from these social media influencers has a far more powerful effect on a brand’s image than relying on the nature of social networking’s spreadability. Micro-influencer marketing, through the appropriate mediums, has the power to construct not only positive brand recognition, but also an increase in demand.

Why Your Company Should Listen Up

While the idea of moving in the direction of micro-influencer marketing may seem impractical, the potential outcome is a chance worth taking. These influencers are entrepreneurs, self-starters and social media enthusiasts. They understand the logistics, they’ve evolved with the advancements, and they just might have your target audience wrapped around their finger.

Micro-influencer marketing allows businesses to diversify their advertising strategies over different mediums to prevent over-exposure. The reach these social media influencers have is useful for any long-term campaign, due to their ability to spark interaction at any given time. The influence they have over their audience can and will generate engagement, which will drive traffic to your website.

As social networks continue to evolve, consumers yearn for brands and products that can cultivate an experience. They want to know that your product or brand is feasible for ordinary users and want to see it in use by real consumers. By utilizing micro-influencers and their honest opinions of your product, you are reaping the benefits of providing consumers with authentic experiences. Communication to consumers is key in target marketing and it’s a micro-influencer’s role to deliver assurance. The experience economy is only becoming more paramount and so is the power of micro-influencer marketing.

With years of constant evolving and adapting to the trends of marketing, here at Appleton, we are experts on social media influencers. Our broad clientele has allowed us to be innovative and implement social trends that have resulted in success over the board. With our help, you, too, can reach the micro-influencers appropriate for your business to drive your marketing strategies to a new level. Let’s get started by kicking off your social media influencer strategy in the best way for your brand.

Appleton Creative is an award-winning, full-service online marketing agency located in Orlando, Florida. Appleton works with local, national and international clients to deliver custom content, persuasive online ads and expertly crafted campaigns. By implementing valuable and shareable digital content strategies, Appleton can create the perfect social and online marketing experience for your brand and audience. Your Internet advertising goals are worth a conversation: contact us at 407-246-0092 or info@appletoncreative.com.


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