A fresher concept known as micro-influencer marketing newly joined the social media scene. It is the same concept as influencer marketing however on a smaller scale: Brands partner with people with reduced followings on social media to sponsor products with authentic, visual posts instead of sponsored ads.
In this blog post, we will tell you everything you need to know about micro-influencers and how you can join with these individuals to endorse your brand.
Micro influencers are regular everyday people who have become recognised for their knowledge about some specialist niche. Alone, they have usually gained a significant social media following amongst followers of that niche. Of course, it is not just the number of devotees that indicates a level of influence, it is the connection and interaction that a micro influencer has with their followers.
It is possible that a micro influencer is not mindful of the presence a company before that company tries to get in touch with them. If that is the case, the establishment will have first to convince the influencer of its worth. Micro influencers have built up expert followings, and they will not want to harm their bond with their fans if they are seen to promote a lemon.
This condition that any relationship between micro influencers and brands having to bring into line with target audiences does mean that influencers are often fussy about who they work with. Some micro influencers are glad to promote a brand for free. Others will assume some form of payment. Regardless of the cost, it’s rare for an influencer to want to be involved with an “inappropriate” brand for their audience.
The nature of influence is shifting. Micro influencers are becoming more familiar, and famous. Some have climbed from virtual obscurity to being almost as well-known as traditional celebrities. This is especially the case for Generation Z who spend more time online than watching telly or movies.
In all realism, micro influencers are the influencers of the future. The internet has led to the fragmentation to the media into many tiny niche topics. Even if you are into something relatively distinctive, you are likely to find a Facebook group or Pinterest board fanatical to it. And it is in these niche groups and boards that micro influencers launch themselves as genuine influencers.