Influencer marketing is at the top of its game this 2019. From being a $1.7 billion industry in 2016 to a potentially $6.5 billion industry this year, it is a strategy known to create consumer dialogue, as well as brand awareness and trust.
But with the rising prevalence of various social media platforms such as Instagram, Facebook, YouTube, and Twitter, a new trend has emerged in the realm of influencer marketing: micro influencers.
In the context of the Philippines, micro influencers are niche experts with a social media following ranging from 10,000 to 100,000. The question is, if these influencers have a much less following than those of top-tier influencers, why should brands even consider tapping them for their campaigns?
Micro influencers are known to have particular areas of expertise, thus, appealing to a certain community of followers with similar interests. Their credibility stems from their being everyday people, sharing their personal opinions, interests, passions, and preferences. Because of their relevance to a type of brand, product, or service, they become more of advocates, rather than simply posting content that eventually gets lost in their feed.
In the industry, an influencer’s typical engagement rate is at one to three percent. While the follower count of a micro influencer cannot compete with that of a macro influencer, statistics show that the micro influencer’s following is more highly engaged in their content, going beyond the industry standard. Followers tend to actively participate in the influencer’s content—whether by liking, sharing, or commenting on their posts; while micro influencers are more able to interact with and respond to their following.
What separates influencers from celebrities is that they are likely to create curated content that not only stays true to their everyday image and niche, but also resonates with their following. In turn, this gives their relationship with their following a special kind of connection, making them easily appear as trusted peers simply giving recommendations about certain products or services.
It’s a fact: hiring macro influencers and celebrities doesn’t come cheap. Brands, especially those with a tight budget, may then want to consider turning to micro influencers. With allotting a campaign budget to more than just one influencer, brands are given the opportunity for faster and wider reach. They are more flexible throughout the process, and are also known to go beyond when it comes to creating their personalized content.
It seems easy, right? But how does one get started?
Luckily this March, Gushcloud Marketing Group (GMG) has launched its micro influencer network, Ribbit. Through Ribbit, GMG will provide clients with massive micro influencer activations and build and empower communities of influencers. For more information about Ribbit, you can check out their website and Instagram. You can also read more on the platform here.
So if your brand has been meaning to implement an influencer marketing campaign but has lacked resources, now’s the time to get onboard! What are you waiting for?