Let’s say, you are already impressed by an advertisement on the television and you are about to buy the product but while conversing with your friend, you come to know that the product is not that worthy of your money, will you still get it? No, of course, isn’t it? This is what the effect of micro-influencers has on the consumers.
In the age of highly developed technologies, social media platforms, consumers don’t buy a product just by watching an ad on the television, they try to search for reviews and recommendations from people who are well aware of the market or already have used the products or so. Though the number of followers of micro-influencers is less, the genuine recommendation they provide attract the consumers and that is why businesses are now focusing on micro-influencer marketing more than any other forms of marketing.
Who are Micro-Influencers?
Generally, it has been seen that consumers buy products which are endorsed by their known faces or people they can trust. So, micro-influencers are the people who have followers on the social media, but the number of followers must not be massive rather it needs to be significant. They are like the daily consumers who have a following of 1000 to 100,000 people and the recommendation they provide are much loyal and not on the basis of paid reviews.
Few things to know about Micro-Influencer Marketing
Instagram Marketing is a form of micro-influencers marketing but if the influencer holds a status like a celebrity on the Instagram platform, it is more likely that the general consumers won’t believe him much. If you are thinking of promoting your product or a brand through Instagram marketing, you need to choose Instagram influencers whose lives are more relatable to the daily life consumers and whom one can trust personally.
Influencer on Instagram with somewhere around 10000 to 20000 followers is an ideal candidate to market your product. As the consumer can relate to and believe them because with these number of followers, one cannot encash their recommendations to make their living out of it and that is why they won’t sell products just to fill their pockets.
In the age of online marketing, Shoppable Content plays an important role in generating leads from daily visitors on any site. In micro-influencer marketing, these contents are used to redirect the consumers to the main site of the product that the influencer is promoting. If a consumer is already influenced by the influencer about a product and wants to purchase it or at least add it to the cart, for the time being, they need to land upon the shopping platform of the product/brand. Shoppable contents are nothing but contents with the link to the purchasing site which eases the way of purchasing for the consumers.
Another thing which matters in micro-influencer marketing is User-Generated Content. These are the contents which are generated by users of the products only and not by the brands or the companies. This is mainly the work of the micro-influencers where they generate content about certain products they are promoting and the content is based on genuine facts and figures about the product or the brand. This helps prospective consumers to know and understand about a product in detail and from someone with whom they can relate. Big brands promote their products through their regular consumers and these consumers help in preparing user-generated content to influence visitors.
Visual commerce plays a pivotal role in micro-influencer marketing as visual contents stay in our brain for the longest time period and when you see a product which is properly designed and showcased, you get attracted to it. While you scroll through the images and see people commenting on the product’s quality, you try to explore the product more. If you are satisfied with the reviews, you opt for the product and this is how leads are generated with the help of visual marketing along with the micro-influencers.
Visual commerce is an amalgamation of shoppable contents and user-generated contents. These can be made available on the social sites like Twitter, Facebook, Instagram etc. where the micro-influencers are always active. Visual contents are not only for the social or brand’s online site; these contents can be put in different places of the store in real to attract more visitors and prospective consumers. When a normal customer adds a photo of him or her with the product is connects to more daily life consumers and thus helps in generating leads.
Benefits of Micro-Influencer Marketing
- All businesses cannot afford to spend lacs on advertisement and television advertisement has also become an obsolete option. By spending a small portion of your marketing budget, you can reach a genuine bunch of consumers through micro-influencers.
- Micro-influencers having close-knit of followers are more active in generating leads as the followers trust them a lot and relate to them in making choices about products. So if you are spending $1000 for a post through micro-influencers, you can get an adequate amount of prospective customers against that value.
- If you compare big Instagram influencers with micro-influencers, the conversion rate of followers into actual customers is more in the case of micro-influencers. This is because, if an influencer has 1 million followers, hardly very few percentages of those followers actually relate to them for their consumption of products and services. But in case of micro-influencers, they are more connected with their followers, they exactly know their taste and preference and thus the followers can relate back to them and thus lead generation is higher in the case of the latter.
Therefore, the money you spent on micro-influencer marketing is more practical in today’s scenario and you can encash that easily. With micro-influencers, you can reach your goal with small yet powerful steps and that’s what matters the most.