Influencers have become one of the biggest tools within our sector. Creating relatable, engaging, and trending content is now the go-to to cut through the noise and reach the target audience.
However, as influencers grow and evolve, many start to drift away from the root of their following and disconnect from their audience. To battle this, we need to take it back to basics and look to the micro influencer landscape. Those who are still relatable and are part of their community, not just influencing it.
Whilst they may have smaller followings, micro-influencers often deliver stronger connections with their audiences, making them a powerful tool for brands looking to build trust in an age where consumers’ distrust in brands is mounting.
Higher Engagement Rates
Kylie Jenner’s nearly 400 million followers may seem like the dream on paper, but when we go deeper, it becomes clear that her audience and impact might not live up to the expectations. Someone such as her often falls into the category that people just follow her because of who she is; her average following isn’t truly invested in what she shares.
However, we look at an influencer who has just 3000 followers who focuses on a niche, and we have a very different story. Their audience has been built up from people who have a genuine interest in what they have to say and share, and more often than not, this is reflected in soaring engagement rates. In short, you get a lot more bang for your buck.
Authenticity and Trust
Influencer marketing has been around for some time now, and in that time, many have come with controversy, scandal, and the authenticity is just not what it used to be. Consumers are now much more aware of the influencer marketing process and over time this has left us with a lack of trust and many consumers stopping to question “Do they actually mean this” Is the biggest lifestyle influencer really a fan of this brand or do they really use this product is often the question on many consumers lips – leading to the opposite effect of what brands set out to do.
Working with a smaller creator with a niche is a great way to combat this. Their audience is much more trusting as they haven’t been let down by the creator before, and they don’t get random ads and promotions from them – the content is created with purpose and for a reason. At the end of the day, consumers are more likely to trust the recommendations that feel honest and personal and are relevant to the reasons they chose to follow that creator.
Content volume
Working with micro influencers can also allow for a wider variation within the content. Whilst working with a bigger creator, few and far between can create strong content, the momentum can be lost fairly quickly.
However, working with a smaller creator who can create a high volume of content over a longer period of time can help keep up the momentum, but also build a stronger authority and recognition. This will allow for a way in to connect with the target audience.
Essentially, influencer marketing still matters and will have its place in our sector for some time. However, we need to look at where the effort is going and if it is still beneficial.
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