With micro-influencing, any business can still be able to implement an influencer marketing strategy.
Learn the upcoming trends you can apply to your micro influencer strategy.
Influencer marketing has evolved to become an essential part of any social media marketing strategy. One survey found that 67% of marketers thought that influencer marketing campaigns have helped them reach their target audience. Not every business is able to afford he likes of Kim Kardashian, Michelle Phan, and Brian Kelly, but this doesn’t mean influencer marketing can’t be an option. With micro-influencing, any business can still implement an influencer marketing strategy.
Micro influencers are generally influencers who have 10,000 or less followers. Though lesser in numbers, micro influencers make it up in impact and connection with their followers. A study found that 82% of consumers reported they would likely follow a recommendation made by a micro influencer, meaning through micro influencers, businesses will be able to reach a higher quality targeted audience. Unlike macro influencers like the Kardashians or other celebrities, consumers trust micro influencers more because they seem more genuine, passionate, and knowledgeable about their crafts. Micro influencer strategies growing to become a very effective and efficient tactic in digital marketing trends. Here are two micro influencer marketing trends to watch out for in 2018:
Micro Influencers Marketing Trends that Will Dominate in 2018
Market with them. Famous basketball player Michael Jordan once said, “Talent wins games, but teamwork and intelligence win championships.” In a way, running a business is similar to winning an NBA championship. So, in 2018, strive to collaborate with micro-influencers to find the best strategy for your business. Consider including them in certain strategy talks, or asking them for product feedback before launch. Make them feel like they’re a part of a team.
Careful selection. Up-and-coming fashion company Glossier found a lot of success building a team of influencers. They saw 300% growth in a span of 12 months, which helped reel in $24 million in Series B funding. Glossier’s marketing plan was to build a team of influencers. While selecting the right candidates, Glossier prioritized engagement rates over follower numbers. This resulted in a team of brand ambassadors who were as enthusiastic about their products as they were, many of whom are micro influencers. To help integrate them into the company’s culture, Glossier flew a small group of top producers to New York City for a rep trip where they bonded and spent time together doing NYC-centric activities.
Telling a story. Entrepreneur Seth Godin once said, “Marketing is no longer about the stuff that you make, but about the stories you tell.” This suggests that storytelling has become an integral aspect of the marketing landscape. A trend to consider in 2018 is working with micro-influencers to tell a story about your product. This is especially effective in YouTube marketing. Countless reviews are uploaded each day onto YouTube, but the most effective storytellers have established their place as YouTube influencers. In the past year, YouTube channels such as NerdWriter1 and TheNeedleDrop have reached 1 million subscribers fairly quickly. These channels started off with a very small, yet strong audience, but they were able to find success through their consistent reviews and storytelling.
Online advertising can be very difficult and expensive, but with the right strategy, almost any company can succeed. Micro influencing is establishing itself in the realm of marketing. Consider this trend when you’re working on your influencer marketing tactics this year.