Influencer marketing campaigns have grown increasingly popular for businesses, with everyone from Kim Kardashian to Snooki promoting products. With one post to their millions of followers, the visibility of a particular product could soar, increasing sales. But, it comes at a high cost. Depending on the number of followers, celebrities may charge tens of thousands of dollars for a single post, plus more if the celebrity is pictured with the product.
Although the reach can be great for that hour, day, or week of the endorsement, the post will soon fall further down the newsfeed as other products come to the forefront of the page. This is the main flaw in influencer marketing with celebrities, or those with a large amount of followers, just looking for a pay day. Imagine averaging thousands of comments on posts and having to acknowledge each question about the promoted product. As notifications continuously go off, this just does not work. Questions may be left unanswered, which could be sales left on the table.
Who is a Micro Influencer?
In turn, comes the term micro-influencer. Micro-influencers are those who influence a community or niche, however may not have a high number of followers. They are the engagers, the listeners, the relationship builders, the humans. They are the ones who are connected to their community, may influence a decision, can acknowledge individuals, and gain trust with their audience. In addition, with Facebook’s new algorithm favoring friends and family, micro-influencers have more of an advantage than before.
Although it may be tempting, finding influencers for your business is not giving a piece of beef jerky to a vegan celebrity just because she has a million followers. It’s about finding that connection to relate upon. When the influencer loves the product and promotes it with compassion, the audience will feel it. Micro-influencers are more likely to talk about the specific product if they see it in line at a grocery store, will recommend it to a friend or family member, or spread it by word-of-mouth, outside of promoting it on social media.
Although finding and managing a group of micro-influencers may be more tedious than a one-and-done promotion with a celebrity, the organic relationships and brand loyalty may bring about a stronger connection.. After all, we build more trustworthy relationships with individuals who are more genuine and leave a lasting positive impression.
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Nikki is the CEO and owner of Social Media Facelift, LLC.
Trained in Criminal Justice and Criminology, Nikki's passion is consulting and helping businesses with their social media and marketing.
Nikki is a recognized and regular speaker on the digital and social media marketing circuit, avid blogger, former MMA fighter, and a PureMatter contributor.