Influencer marketing is a strategy that most brands utilise as part of their communications in order to promote a product, raise brand awareness or to convey a message. It can be highly successful when influencers align with brands and portray the same style, tone of voice, and have similar audiences. The goal with influencer marketing is to help make a brand become more relatable and trustworthy, especially with younger audiences. A recent study actually shows that social media users find user-generated content the most authentic – meaning it’s certainly a strategy that should be utilised.
However, the same study shows that 60% of consumers (and 70% of millennials) are actually more influenced in their purchasing decisions by their friends and families social content. Only 23% said celebrity influencer content was impactful, which when you think about it, sort of makes sense. Celebrities are seen as aspirational and can sometimes be pretty difficult to relate to – the complete opposite of what influencer marketing tries to achieve. You want the influencers you use to come across authentically and realistically. Which is exactly where micro-influencers can come into play.
While celebrity influencers still have a role to play in specific campaigns and with certain brands, micro-influencers are on the rise. Last year, Instagram influencers saw their engagement rates massively decrease as the platform became over-crowded with sponsored posts. Previous surveys showed that engagement rates would actually fall the more followers you had.
Currently, according to InfluencerDB the worldwide engagement rate for Instagram influencers is at:
- 10,000 followers or more – 3.6%
- 5,000 to 10,000 followers – 6.3%
- 1,000 to 5,000 followers – 8.8%
With micro-influencers, it’s not really about the number of followers, but more about how engaged their audience is. They have specific niche audiences and are extremely connected to them. This is key when it comes to working with influencers as ultimately, you want their followers to engage with their content and therefore engage with your brand.
Cost also plays a huge factor when choosing what kind of influencer to work with. If there is budget for an influencer campaign every quarter, you could opt for a big celebrity with thousands and thousands of followers and get one post. Or, you could go for 10-20 micro-influencers for the same price and possibly achieve a bigger reach, more engagement and better ROI. Of course, this decision is entirely dependent on the campaign objectives and will differ across the board.
At Prohibition, we work with a variety of brands on their influencer marketing, helping them to increase brand awareness, boost sales and create engaging content. In many of the campaigns we deliver, we work with micro-influencers.
Just recently, we developed an influencer strategy for a brand in the health and beauty sector, providing in-house treatments. Being an SME, the budget for influencers was limited, so we opted for local micro-influencers.
The two influencers, with around 6,000 and 8,000 followers each had to share their treatment journeys on their Instagram channels. In only a couple of months, the brand gained new quality followers who were genuinely interested in pursuing treatments, had hundreds of profile visits, attracted new clients, and received great brand exposure.
The content they shared showed the products they were using and the service they were receiving, in an organic, real-life situation that resonated well with their followers. The brand also gained a variety of posts for its own channels, taking advantage of photos, videos and blog posts created by the influencers.
The truth is that most consumers aren’t looking for overly produced content. Interest lies in authentic photos and conversations that take place on social media. Micro-influencers can tap into their existing relationships and share reliable content about your brand, bringing you exposure and more sales.
At Prohibition, we help brands in B2B and B2C sectors create influencer marketing campaigns that meet brand objectives and deliver real ROI. Get in touch today and find out how we can help you.