The figure of what we know as influencers has grown rapidly and, although some begin to question its relevance in the future, marketing experts continue to contrast the benefits it reports to the brands they represent to publicize their benefits to a broad and delivered audience a priori to their referents.
We all know the great influencers and how they manage their reputation to always offer the best of themselves to their fans, but in this article we want to stop at a figure that is emerging with great force and that will undoubtedly reign in some way in the hearts of their fans and brands. We refer to the micro-influencers.
And while the influencers are people who have large numbers of followers and are capable of promoting almost any product or service, the figure of the micro-influencers is that of a person who has between 1,000 and 50,000 followers and specializes in a sector or activity, for example, travel, technology, sport, fashion, video games, etc. That is, they are niche figures that move very specific content.
The micro-influencers establish a very close relationship with their fans because they are able to retain their followers with content that brings a high added value to their mass of “followers” so the degree of interaction they cause is perhaps higher than what they can to reach a great figure that publishes topics not always of interest to everyone.
What benefits does micro-influencer bring to brands?
Most affordable budget
First, a micro-influencer has a much lower cost in terms of budget than a great figure or celebrity with millions of followers and also, given his specialization, his publications have a more effective impact for the brand so the message arrives in a much more efficient way.
The micro-influencers cause greater interaction among their followers
Everyone knows that it doesn’t matter how many followers you have but the degree of interaction you have with them, that is, the level of response you get from them every time you post content. You can have millions of users who probably do not pay too much attention to what you have to say and instead, you can have several thousand who remain very attentive to each of your gestures or interventions.
Upon reaching your target audience in a more natural way, the micro-influencers generate greater interaction with the messages and content they publish, which guarantees a much more relevant social media conversation for the brand and a much greater diffusion effect.
When a micro-influencer publishes new content, he gives more credibility to his speech since his level of knowledge and experience in the subject or sector in which he demonstrates his specialization ensures that his audience will pay special attention to his message.
Nowadays, Brands prefer micro-influencers
More and more brands are joining this new king of social media diffusion that represents the figure of the micro-influencer because it undoubtedly represents in most cases a much more interesting opportunity to publicize initiatives that must compete in markets complex and very demanding.
Each campaign, each budget must be managed with special attention and according to very defined optimization criteria and micro-influencers can provide a greater return on investment than brands and marketing experts have to carry out to publicize the companies we represent in the most efficient way possible.