The Rise of the Micro-Influencer
Influencer marketing has grown rapidly, and marketers are leveraging this trend to get the buzz about their brands out. Gone are the days where celebrity influencers like Kim Kardashian were the game changers in promoting a product or brand. Big name influencers were once cool, but we now live in an age where micro-influencers reign supreme.
Micro-influencers are “regular Joes” who have grown their social media following by posting about a niche topic (for example sports, fashion or travel etc.) and they usually have a social media following starting anywhere from 1,000 up to 50,000.
Micro-influencers develop a relationship with their fan base by posting frequently and giving them a behind-the-scenes look at the happenings of their daily life. They tend to have higher engagement rates when compared to macro-influencers and there’s a higher chance of consumers listening to their recommendations because they are relatable, unlike celebrities. Consumers tend to trust their recommendations because it’s just like getting advice from family or a friend.
How Can Brands Benefit from Micro-Influencers?
Micro-influencers are cost effective as they don’t charge as much as macro influencers and can potentially create more value for a brand. They can charge as little as $100 for a post depending on their follower count. A lot less expenditure can be made on a campaign while still driving the conversations to a targeted audience.
Create engaging content and drive social buzz
They create posts daily with their own personal opinions evoking credibility. They can tell a story that is very engaging and realistic and have the content resonate with the target audience. Micro-influencers are very effective for creating social media buzz about a new or existing product and also targeting a specific demographic for a brand.
High engagement with their fan base.
Micro-influencers can be very knowledgeable about a brand or product and potentially better at explaining its “ins and outs” to their fan base. They are personally invested in their craft and continue to develop a relationship with their fan base by responding to their questions and comments about their posts. This results in higher engagement and eventually conversations that lead to sales.
How Daniel Wellington is “Winning” With Micro-Influencers
Daniel Wellington (DW) is an example of a brand that has succeeded in growing itself from scratch using micro-influencers. DW is one of the watch brands with the biggest digital presence and it owes its success, in large part, to micro-influencers.
Filip Tysander, the owner of DW, built the company with a business model based on a strong social media presence and using social media platforms to display his DW watches. The Instagram account @danielwellington has roughly 4.3 million followers and over 1.9 million posts on Instagram have the DW hashtag (#danielwellington) with most of them being user generated content!
The main marketing strategy of the brand is to use the power of many micro-influencers rather than rely on celebrities. The brand gives free watches to these influencers and asks them to post the pictures with a discount code offered to their followers. This has saved DW lots of money in advertising costs while increasing product visibility and has made it a very highly profitable watch company.
To Wrap It Up
The micro-influencer of today has subtly become a powerful tool in the bid to increase brand awareness and a create a huge social media following. When launching campaigns for either new or existing products, micro-influencers could just be that added edge to provide one of the best returns on investment. With their budget friendly nature, ability to drive social media buzz and high levels of fanbase engagement, this type of influencer could just be the key to your next successful marketing campaign.