By Malkia “Kia” McLeod
Would you prefer to have a conversation about purchasing a new car with the international superstar Matt Mcconuaghey or the friendly mechanic Mary Smith? When it comes to influencer marketing, the answer is key to reaching your target audiences on social media.
Influencer marketing has become one of the most effective tactics in terms of “cutting through the clutter” and creating a community of brand advocates. The trend, however, for many brands is to use microinfluencers as brand ambassadors to engage their target audiences instead of the big name macroinfluencers or celebrities.
“People connect with microinfluencers because of their authenticity and honest perspective,” the Vice President of beauty brand partnerships at Influenster Laura Brinker told eMarketer. “They feel as if they are a person just like them. And with authenticity at the core of what brands desire, they’ve started looking more toward smaller influencers with higher engagement rates.”
According to the 2018 eMarketer report, “Global Influencer Marketing: What Platforms to Use, Policies to Follow and the Paths to Purchase Around the World,” microinfluencers generally have 1,000 to 10,000 followers. So what happened to tapping into the millions of Kardashian followers to sell makeup or a purse?
“In recent years, traditional celebrity endorsements have taken a back seat to brands’ influencer-created content,” CBS Moneywatch Platform News Editor Lauren Meltzer said in a related article. “So stars like Paris Hilton and Kim Kardashian have been replaced by that familiar, yet unfamiliar face that popped up in your feed moments ago.”
The goals of an influencer marketing campaign, just like any other content marketing campaign, are to create brand awareness, increase social media engagement, improve conversions or gather analytics. And just like any other content marketing campaign, you employ inbound marketing methodologies to empower your customers and move them through the buyers’ journey.
The microinfluencer influencer role is to act as your brand ambassador by having those one-on-one personal, real-world conversations across multiple channels—meeting audiences how, when, and where they want.
So who will it be for your brand? Before you starting thinking about your influencer marketing campaign and the best microinfluencer, read the articles below:
- Micro, not Macro: Rethinking Influencer Marketing
- Instagram Dominates the Influencer Market
- Four goals of an influencer marketing campaign
- Use Influencer Marketing to Achieve Your Nonprofit Goals
- How to use influencer marketing to meet your company’s goals