Analysts have tipped 2018 to be the year of the micro-influencers (MIs). Here we give an overview of what exactly they are and why they are becoming so important for companies to consider.
What is a micro-influencer?
No one can agree on an exact definition but they are widely considered to be a social media user with between 1,000 and 10,000 followers in the UK. These are active social media users who have a smaller but highly engaged following and importantly, they aren’t celebrities, so they don’t carry a hefty price tag. MIs are considered as ‘peers’ by their following and an extremely credible/trusted source of information.
Why are they important?
Here’s some stats to demonstrate:
• According to Olapic, more than 60% of consumers are likely to purchase a product they have seen in a social media post
• 90% of consumers trust peer recommendations. Only 33% trust ads (Nielsen)
Influencer marketing represents a new method of promotion — by working with voices that your consumers already trust, brands can attract people through authentic storytelling. Influencer marketing is quickly becoming an essential part of the digital marketing mix and something we manage on behalf of clients.
Advantages of working with micro-influencers:
– Higher engagement
– Less competitive than macro-influencers and celebrities without sky-high prices
– More authentic
– Able to cover niche subjects (perfect for niche brands)
If you are keen to find out MIs and how they can assist with your digital marketing, please don’t hesitate to give us a call.