The Value of Micro-Influencer Marketing
According to a report published by Pixability, a video ad tech company, YouTube brings in 1 billion unique visitors per month and another 1 billion in views from mobile devices per day. Additionally, YouTube content is delivered to 56 countries in 61 different languages, and six billion hours of video are watched on the streaming site monthly. With these numbers, imagine how far a marketer could reach with the proper strategy. This strategy is to collaborate with online influencers.
Brands have been using celebrity faces to promote their products since decades before the internet was invented. However, the rise of the “micro-influencer” has taken precedent in today’s world of marketing. In contrast with big name celebrities, a micro-influencer approaches their audience as an average, everyday person. Since the launch of YouTube 12 years ago, micro-influencers have amassed fan bases that average from the hundreds of thousands to the millions across social media platforms including YouTube, Instagram, Twitter, and Snapchat.
Brands such as Adobe, Toyota, Proactiv, Sephora, Macy’s, Amazon, and countless know that they’ll have greater success at reaching target audiences if they work with micro-influencers. While working with YouTubers (also known as vloggers) may not reach as many people as a TV ad, it will reach the right people. For example, Sephora can easily advertise to millions in a TV ad, but there’s no guarantee that particular audience is interested in makeup or is even watching the television while the commercials air. However, when Sephora collaborates with a vlogger who is well known for makeup reviews and tutorials, they know for sure their target audience is engaged. It is a matter of quality over quantity.
According to the 2015 Global Trust in Advertising study, carried out by Nielson, a global measurement and data analytics company, the most credible form of advertising is through other people. The study found that 80 percent of respondents trusted the opinions of family and friends. As far as influencers on social media, the effect is similar. People grow to value the recommendations of the people they follow online. Additionally, two-thirds of Nielson report respondents say they trust online reviews and opinions.
Micro-influencer marketing takes the grandeur of celebrity endorsements and scales it back to a more personal level. Studies show that an influencer with around 1,000 followers deliver more engagement than someone with 100,000. According to Experticity, users with 1000-4000 followers receive 4.5 percent engagement, whereas someone with 100,000 followers may only manage to reach 1.7 percent engagement. This makes sense, as people are more likely to connect with someone they don’t feel intimidated by.
Another benefit of micro-influencer marketing is that consumers don’t feel like they’re being sold a product when someone they trust is sharing their experience with the brand. Most micro-influencers take the time to demonstrate the product in question and follow up with a candid review. Micro-influencers value the brands they collab with, but they value the trust of their followers even more. Therefore, they will include both what they loved about the product and what they feel can be improved. If a brand truly wants to connect with consumers, they will be okay with reviews that are honest. Ultimately, the trust between the consumers and influencers is what attracts brands to platforms such as YouTube and Instagram in the first place.
Micro-influencer marketing is just one aspect of the delicate act that is social media marketing. Additionally, it is a viable supplement to traditional advertising, which can cost more money and be less efficient. Micro-influencer marketing leverages reach and credibility in a way that is more likely to reach target audiences and build overall brand awarenesses online and beyond.