Social Media Influencers…heard of ‘em?
Chances are the answer is “yes.” But have you heard of Micro-Influencers? Micro-Influencers are a phenomenon shaping social media marketing strategies across brands and simply cannot be ignored. Micro-Influencers are hard to miss and typically dominate the Instagram explore page. According to IMPACT, “Micro-influencers are individuals that have between 1,000 to 1,000,000 followers/audience members and are considered experts in their respective niche. They could be a food blogger, traveler, a local fashionista, or a fitness guru — just to name a few” (Anderson, 2019). Micro-influencers have become a large part of social media marketing strategies and frankly, have been influential in transforming traditional marketing strategies altogether.
Micro-Influencers are a relatively new phenomenon.
According to the Marketo Blog, “2017 saw an explosion of influencer marketing — every company wanted to have an influencer marketing strategy, and those that didn’t, got left behind and spent all of 2018 trying to catch up” (Basu, 2019). Utilizing Micro-Influencers works because consumers are more likely to trust genuine people’s recommendations rather than the recommendations of large corporate companies or famous celebrities — who, let’s face it, are paid to give only positive product reviews. Marketo Blog states, “The main reason for this is that micro-influencers are simply more authentic. This is because they have genuine interactions with their followers, have a good knowledge of their niche, and are known to be less commercial” (Basu, 2019).
These are a few of my favorite things…
Bippity Boppity Brooke or simply @BBBrooke on Instagram is a Micro-Influencer specializing in all things Disney. With 120K followers, she consistently posts about her time spent in various parks, resorts, and other Disney properties while detailing her favorite Disney merchandise, food products, and rides. That’s not all — BBBrooke creates officially licensed Disney accessories including jewelry, magic band buttons, and of course, the world-famous Mickey Mouse ears! Her merchandise is sold periodically through “pop up” shops and characteristically sells out within the first few hours of opening online. She is a successful Micro-Influencer because she is both a credible and reliable source for Disney products as well as general information surrounding the entire Disney brand. Therefore, her followers trust her insights and continue to purchase her merchandise. I would highly recommend her hot pink, glittery Mickey Mouse ears!
Jeannette Ogden, otherwise known as @shutthekaleup — clever, right? With 348K followers on Instagram, she is a Micro-Influencer who promotes all things related to health & wellness to include skincare products and wholesome recipes. Additionally, she shares personal tips for cooking, cleaning, and taking care of her husband and two children. She regularly recommends her favorite brands and products such as the Dyson vacuum, Perfect Bar protein snacks, and Adidas workout gear. She recently partnered with Priscilla Tsai, founder of the skin-care company, @cocokind. Together, they collaborated to create the Cocokind x Shutthekaleup sea kale clay mask and it is always sold out! (Don’t worry, I bought it, too). According to Contevo, “Micro-Influencers [have] 22% more ‘buying conversations’ than an average consumer” (“9 Micro-influencer Statistics From (№4 Will Seriously Surprise You!),” 2019). Thus, furthering the Micro-Influencer impact.
These are just a few examples of Micro-Influencers who have BIG effects. According to Gil Eyal, CEO and founder of HYPR Brands, “[Micro-influencers] have stronger relationships than a typical influencer. This is often driven by their perception as an opinion leader of [a] subject matter. A micro-influencer, as opposed to a celebrity or regular influencer, often has a very uniform audience,” (Ismail, 2020).
Although Micro-Influencers are typically credible, be wary of sponsored posts.
The U.S. Federal Trade Commission requires influencers to identify sponsored posts. However, according to Hootsuite, “Influencers must identify sponsored posts. However, Truth In Advertising found that many do not do so. Some do disclose, but not in a way that meets the FTC requirements” (Newberry, 2019).
Overall, Micro-Influencers have changed the game.
I’d recommend following Micro-Influencers on Instagram and other social platforms in order to receive authentic recommendations for any niche. Just beware of the paid ads!