What are Micro-influencers? Micro-influencers Review

introduce

Micro opinion leaders are ordinary consumers who have their own areas of interest or specialization, such as gardening enthusiasts, shopaholics, fitness enthusiasts, academic masters, travel experts, etc. Although they are not at the level of Internet celebrities, they have a say in this field among their relatives and friends.

Micro-influencers need to cooperate with a large number of ordinary consumers, attack from multiple points, create influence from the bottom up, and also play a role in dispersing risks.

Influence

Micro-influencers have efficient brand communication, marketing placement and can even create simple and high-speed fanatical fans, which can achieve the effect of deep communication. Usually, Micro-influencers may only have thousands or tens of thousands of fans at most.

value

1. Micro-influencers have higher engagement rates

Data shows that micro-influencers can achieve more flexible and efficient personalized marketing (the so-called "one thousand faces for one thousand people") compared to big influencers with hundreds of thousands or millions of fans. For niche brands, vertical brands, and even personalized brands, the user conversion rate, loyalty, and high customer unit price brought by personalized marketing are not something that big influencers can sustain.

2. Micro-influencers have a larger target audience

3. Micro-influencers are more affordable

Compared with online celebrities, micro-influencers obviously have a more reasonable ROI in terms of cost. Usually, a cross-border e-commerce celebrity or a celebrity with millions of fans can post a single Instagram

Posts promoting products or brand partnerships can cost as little as $75,000 or more. In contrast, 97% of micro-influencers only make about $500 to promote an Instagram post.

4. Micro-influencers are more authentic

defect

1. Each Micro-influencer can reach a small number of people, so an automated delivery method is needed

2. Micro-influencers have varying levels of content production skills. Advertisers need to provide basic materials and creative routines, and may even use a programmatic creative model.

3. Avoid being as annoying as WeChat business

Advertisers just want to use payment to encourage consumers to share their experiences

4. The biggest change of micro-influencers is that they are manageable and monitorable

Advertisers must clearly define their ROI targets for their advertising expenditures and monitor and optimize during the advertising process.

References

• 1. Big Vs are unreliable. It’s time to use micro opinion leaders to promote word-of-mouth marketing: datasea [cited on 2016-10-17T16:00:00.000Z]
• 2. Micro-Influencer Marketing: A Comprehensive Guide: hubspot [cited on 2018-05-21T16:00:00.000Z]