Micro-influencers grow their influence because we don’t like advertising or being sold to. We do like to see interesting people doing interesting things.
As a nation we love our social media and micro-influencers grow their influence and are here to stay as part of our social media experience. We don’t like sales messages. We are suspicious of targetted advertising. In our social media feeds, Facebook makes sure we now see more of our friends’ posts and less sponsored content. Facebook is also under pressure to ban targetted political advertising as Twitter just has. This is why micro-influencers are filling that gap. Their posts are fun and shareable and they don’t feel like advertising.
Who are micro-influencers?
They are active social media users who enjoy a strong following from specific groups of people. They tend to focus on a particular subject or sector: adventurous travel, vegan lifestyle, health and fitness and so on. Micro-influencers are so-called because they tend to have up to 10,000 followers. They are not celebrities, although Joe Wicks has become the stand-out influencer turned mainstream celebrity. Consumers trust them and identify with them because they seem like themselves. When Facebook changed a its algorithms in 2018 to favour content posted by friends and family, micro-influencers were quick to fill the gap. They are particularly useful for brands looking to communicate in an informal but authentic way.
It is important to find the right micro-influencer for each brand. The best place to start is brand values – is there a good fit? Then it is worth analysing their followers. How old are they? Where do they live? How did they respond to posts in the past? It is important to make sure there are no fake followers or bots. With high value products, like holidays and designer clothes, the arrangement is sometimes free stuff in return for posts. They must declare this interest, however, when they are recommending products, as journalists do. But now there are excellent opportunities to develop full campaigns with micro-influencers who often, I find, have exceptionally creative ideas to showcase brands over a longer period of time. Micro-influencers love to have new content to grow their followers and that benefits brands.
More good information about micro-influencers can be found at http://www.cipr.co.uk