Micro-Influencer Marketing focuses on human relationships.
“Wow I should buy this foot cream because I saw George Clooney promoting it on TV last night!” - said no one ever. Not in this decade, anyway.
The process of what we buy, what content we consume, and where we focus our attention is much more organic today than times past thanks to a little thing we like to call the internet. And thanks to the internet, there’s another influence behind our decisions that we don’t notice much, but has been gaining more and more traction. They are appropriately called Micro-Influencers.
Yes, they are clogging up your social media feeds with inspirational quotes, food pics, and epic travel shots. And we love it. So how did these everyday people on social media create a whole new category of marketing (Micro-Influencer marketing) all their own?
Micro-Influencers Have Everyday Influence
Consumers are pretty savvy to the traditional marketing ways of old. We’re sure you know the name of the game when you see a commercial of Taylor Swift smiling and holding up a tube of toothpaste right before the 8am weather report.
Who watches the morning news anymore, anyway? Majority of us check our weather apps and are scrolling through our social media feeds to know what’s what in the world that day.
Micro-Influencers are promoting their brands and products in the most crowded digital space – mobile. Apps like Instagram, Snapchat, Pinterest, and Youtube are all an equal realm belonging to both the Micro-Influencer and the consumer alike.
By existing equally in the same space, we think “Hey, Chad from TravelWorldBlog is just like me. Look at this pic of him drinking his morning coffee!” We can even write them a comment on that post and Chad will usually (gasp) write a comment back.
In contrast, celebrity endorsers feel oceans away - on distant tv screens, looming billboards, and fleeting radio announcements. Micro-Influencers are right here. Cradled in your hand and at your fingertips, talking with you – a friend.
Micro-Influencers gain the trust of followers be treating them as a community, strengthening the trust people have in Micro-Influencers. The perceived closeness of the relationship makes all the difference with Micro-Influencer marketing.
Micro-Influencers Have Strong Digital Word of Mouth
So Micro-Influencers have a loyal community and achieve stellar results on their campaigns. So that must mean they have about a bajillion followers on Instagram… right?
Not so fast.
It’s a common misconception that more followers = better results. Micro-Influencers focus on quantity, not quality.
Which makes sense when you consider everyday people say they trust a micro-influencer more than they trust a celebrity or traditional advertisement.
Why is it so much easier to trust the recommendation of a Micro-Influencer more than Justin Beiber?
Micro-Influencers WANT to engage with their community. They will answer our questions, listen to our feedback, and just care more in general about the people that follow them. Micro-Influencers truly live the Content Lifestyle because they live the Swomi truth that it’s all about people.
Celebrities are too untouchable, famous, and idealized to be relatable.
But because Micro-Influencers care about their community, they can better leverage their digital word of mouth – an influential power we all share. Just some of us exercise our voices more than others.
Micro-Influencers are Budget Friendly
To top it all off, partnering with Micro-Influencers has the added benefit of being easy on the wallet. Not many of us have an extra several million dollars for Kanye West to promote our startup app.
So how do you start connecting with Influencers? Naturally, start looking at your own social media followers, relevant hashtags, and check out who the top bloggers are. There are also great tools like BuzzSumo, Markerly, Insightpool, Ninja Outreach, and Followerwonk to try. For an automated service that connects your Content to a pre-qualified, eager audience, try out our Swomi Flyers.
Word Up: Micro-Influencers are a triple threat - Everyday Influence, Digital Word of Mouth, and Budget Friendly.
Micro-Influencers are just like us. And that’s what makes them so darn likable. We tend to listen to the advice to people we like. What does this all add up to? Stronger relationships – the basis for sales.