Through the years, the concept of influencer marketing stuck to a tried-and–true formula: Recruit a famous celebrity to endorse a product and highlight its endorsement as part of the campaign.
Today, consumers expect more from brands. Higher levels of emotional intelligence help them feel more human and years of navigating the advertising minefields have left them better adept at differentiating the real from the fake.
The more people believe that brands have a point of view and are driven by something, the more they win.
Because brands can’t be defined by being people, they need to be authentic and engaging with their target audiences through influencers.
What are Micro-Influencers and why are they so effective?
Micro-influencers are individuals with between 1,000 and 100,000 followers. They are experts in their respective niche. This ensures that you’re not only keeping up with the latest trends and techniques, but also engaging in a more personal and authentic manner with their audience.
Mega-influencer: more than 1,000,000 followers
Macro-influencer: 100,000 to 1,000,000
Micro-influencer: 1,000 to 100,000 followers
Nano-influencer: less than 1000 followers
How to work with Micro-influencers to grow your campaign
1. Prioritise their platform over yours
It’s also important to remember that content creation is different from hosting it on an organisation’s or campaign’s own account. This ensures that your brand’s content will reach a wider audience and be more authentic.
Creating social media toolkits that are simple to use and have sample language across various platforms is a great way to ensure influencers sound authentic while staying on message.
2. Trust them to create their own content for their audience
The demands for content that are often forced and inauthentic are often lower than the quality of the content that centers on the voice of the influencer.
3. Do the leg work yourself of finding influencers – try avoid influencer platforms
Finding the right influencer takes time and effort. You can’t expect influencer tools to do everything for you. They can only do so much, and there’s no magic button to trigger their presence or influence.