Micro-Influencer Marketing: What’s All The Buzz About?

Micro-Influencer Marketing: What’s All The Buzz About?



If we strip influencer marketing down to its most basic form, we could say it’s to drive a brand’s message to its target audience in a more authentic way. But there is one key factor that can make or break the transition from consumer awareness to consideration of actually taking action: credibility.

The face and voice that you’re using to carry your brand’s message must be trustworthy. As CEO of an influencer marketing platform on which micro-influencers– those influencers with less than 10,000 followers on social media — make up about 80% of our platform, we’re seeing more brands (even well-known brands) turning to micro-influencers for engagement.

This is probably because they are not seen by their followers as out-of-reach stars or celebrities, but as relatable and approachable people. Essentially, they are one of us.

In a world where consumers’ trust in big business and advertising is at an all-time low, and everyone with a phone and internet access can make his or her voice heard, it is normal that people want to be seen. Micro-influencers can provide a personalized touch, which is continuing to propel influencer marketing to its next big evolution: monetized influence at a much smaller scale.

Collectively, micro-influencers are flipping the celebrity-influencer/consumer-fan paradigm on its head to a person-to-person interaction where size does not matter and influence is no longer exclusively relegated to celebrities or influencers with hundreds of thousands of followers.

To get a closer look at this category, my company, SocialPubli, conducted a global micro-influencer study of 1,000 vetted micro-influencers. When asked how they maintain the engagement of their followers, participants said: by being authentic (32%), sharing quality content (27%) and engaging with followers (27%). And a whopping 99% of them say they believe in the products and services they promote.

Amidst the COVID-19 Crisis SMG, Inc. Created the SSNAPP Cares Community Stimulus Loyalty Project

The SSNAPP Cares Community Stimulus Loyalty Project is a way for loyal customers to engage with and provide financial aid directly to their favorite businesses to ensure that they will still be there when this crisis is over and the economic recovery begins.

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