There has been an influencer marketing revolution without us realizing it. Now marketers are already speaking of influencer marketing 2.0. But wait was there an influencer marketing 1.0? Yes, there was and we know it under its most normal form ‘influencer marketing’.
Now we are passing on to a more advanced level of using influencers to do our company bidding. Influencer marketing 2.0, also known as micro influencers, are taking the social media channels by storm. So, what are Micro Influencers, how do I become one and why should I leverage them as a business?
Influencer Marketing 1.0
First things first, what is Influencer Marketing 1.0? This is the most basic form of influencer marketing we have come to know these past few years. Social media accounts with big followings, reaching a (near) celebrity status by giving expert advice on different topics. This person promotes exclusive products given by brands to their followers who eat it up like cookies.
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An influencer’s expertise creates trust among followers and makes them believe everything. Be careful when using influencers, when they promote too many products their authenticity can be in jeopardy. Promoting many different products makes an influencer look like they are doing it for the money and not just because it is their passion.
Most influencers are paid for the promotion of products and brands. Since they stand for a certain point of view and have great understanding of their following, influencers are a great way to promote your brand. But the issue with these big accounts is that your message can get lost in the big ocean of information. This is where Influencer Marketing 2.0 comes in.
Micro Influencers
Micro Influencers are influencers with a much smaller following. Numbers vary on how big or small a micro following ought to be, but a good estimate is that the following is between 500-20.000 people.
The big difference between micro influencers and celebrity status influencers? Micro influencers truly know who their audience is. They have worked hard to build this tight following. Engagement is high since micro influencers try to respond to comments and direct messages. They are very passionate about the products they promote and do it with great expertise. When a product is not relevant for the micro influencer, they will not promote it, their followers come first. Imagine a book blogger promoting make-up all of a sudden, that would not work.
These micro influencers have stayed under the radar for a very long time, so much so that in many cases they do not ask money to represent a certain product or brand. It is enough for them if they get exclusive products to promote and talk about. Micro influencers are more about the experience for their followers than about the fame.
Why bother?
As a company why would I bother to use micro influencers instead of celebrity status influencers? Micro influencers have their followers’ trust and they will not promote something they do not stand for. When a micro influencer is willing to promote your product, this means they have a high potential to become a brand advocate.
With so much information out in the world and so many different brands selling similar products the importance of brand advocates cannot be underestimated. Micro influencers will bring your product to a higher level and will become a true fan of your brand.
Micro influencers are an easy way to get your product to the right people without spending an awful lot of your campaign money. If you combine a paid ads campaign with a micro influencer your organic reach will reach new heights. This way of promoting your product is all about getting the message to the right people. An engaged niche target group specifically for your brand.
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How do you become a Micro Influencer?
The most important part is having something you are passionate about, this can be a craft, a way of living, something you are talented at, …. After you have established your passion make sure you go and follow the right people who are for instance into the same thing. This way you will have many things in common with your followers which will make it easy to start a conversation.
After a while people who are interested in what you do will find their way to your profile. Important is to make sure you engage with them, when they have questions you answer them, give reactions to comments and direct messages. Give your followers the VIP treatment. Become an expert in your field, live and breathe your content, make sure there is no one better out there.
Passion flows through my veins for digital communications, and that's what I aspire to do in life. Enrich the world with exciting content that tells the stories of people doing their thing while doing their job.
- FOMO Fear of Missing Out or Making the Wrong Choice - February 16, 2019
- Influencer Marketing 2.0 – Micro Influencers - December 3, 2018
- 5 Social Media Marketing Tips To Live By - September 9, 2017
Super points on being an influencer Laura. All about service and generosity.
Thank you Ryan!