Micro-Influencer Marketing: Cash In On This Marketing Strategy In 2020

Micro-influencer marketing campaigns seem to be the talk of the town. But as it tends to be the case with many ‘in’ trends, only a few seem to have cracked the code. We put together a fool-proof guide so you can leverage the power of micro-influencers and win big at startup marketing in 2020.

What Is Micro-Influencer Marketing?

‘Influencers’ were the buzzword for most marketers in the decade that just passed us by. But, the new one may well belong to ‘micro-influencers’ or ‘micro-influencer marketing’.

Micro-influencer marketing delivers the referral-at-scale advantage of influencer campaigns for a fraction of the cost. So what’s there not to like?

Micro-influencer marketing means working with domain influencers with followers in the range of 1000 to 100,000. Lesser followers mean better engagement rates and higher authenticity.

Engagement and authenticity, aren’t these the holy grail of every successful marketing campaign?

Evidence suggests that if done right, micro-influencer marketing can yield bumper results. And brands big or small, and in various genres can reap its benefits.

Take Amazon’s Audible for example. Amazon’s marketing strategy with influencers has seen their podcast app become the favorite of Millenials in no time.

Amazon worked with micro-influencers from diverse backgrounds to create awareness for its audio entertainment app. Micro-influencers like Hailey Pham participated in this campaign sharing personal reasons for using the Audible app.

The approach has been so successful that the app continues to be the favorite of influencers who keep suggesting it time and again.

Another interesting example is HP. Laptops are not considered to be cool or hip. But this is exactly what HP Spectre managed to achieve during its launch in Australia.

Scrunch, an influencer solutions company shared the impactful fashion-forward content created by micro-influencers in the case-study about HP Australia.

Now, on to the important question.

Why Micro-influencer Marketing Can Help Your Startup Hit To Win At Startup Marketing

1. Authenticity and Trust

Micro-influencers by definition have smaller follower bases than celebrities. It is their passion for a particular domain or subject that makes others follow them. That’s also the reason their followers look forward to their recommendations.

Markerly’s research tried to answer whether influencer size matters in Instagram marketing. Results indicate that an increase in follower count is inversely proportional to an influencer’s engagement.

As celebrities amass followers, their content runs the risk of being less and less relevant to their broad fan base.

Micro-influencers are as effective as friends and family when it comes to recommendations. This is because they are respected for their knowledge of a certain topic or niche.

For example, a passionate tech Youtuber reviewing gadgets is more likely to influence your smartphone buying decision than let’s say a celebrity endorser would.

Authenticity and trust are qualities every brand seeks while working with partners. These qualities are an even bigger bonus when it comes to marketing campaigns.

2. Relevant Audience

Most micro-influencers also tend to be passionate people who build audiences because of their love for a particular subject or genre. The tech space is a great example of this.

Many part-time content creators have gone on to become famous influencers. They are called micro-influencers because they are still in the early days of their journey. This is the reason their audiences tend to be more focused.

For instance, a tech blogger or Youtuber will have other tech buffs as his community while he/she is still a micro-influencer. As his/her community grows, it is bound to become more broad-based.

A large number of followers by then may not be tech buffs themselves. Hence, partnering with micro-influencers also means that you reach out to a more targeted and relevant audience.

This is another important tick in favor of micro-influencer marketing.

3. Lower Costs and Higher ROIs

Read more here.

Originally published at https://get.tech on January 14, 2020.