Bigger isn’t always necessarily better, especially in terms of social media. The rise of social media influencers has escalated from its onset. Agencies and brands alike are identifying and collaborating with influencers who can help pull in sizeable new dollars for their companies. Mega celebrities, YouTube stars, sports icons, and long-standing online publications are all part of the social media influencer craze.
According to Sprout Social, via social networking, customers are empowered to make purchase decisions through social media influencers. These power users provide context, ideas, and perspective that are unique to a brand’s industry and product or service. Social media influencers can have a big influence on what, where, when, and how a consumer makes a buying decision, and this may equate to thousands in new sales to a brand.
Big name social media influencers have a sizeable number of Instagram followers and, in turn, are potentially good bets for big brands who are looking to pull in an impressive number of new consumers for awareness campaigns, click-throughs, and ultimately, increased sales. On the other hand, small businesses, are not able to afford these macro influencers. Micro influencers, conversely, provide small businesses with the panache that they may desire at an affordable price.
Micro influencers, identified as those who have Instagram followers between 500 to 50,000, may not have the big presence that macro influencers have. However, a brand may receive more customized attention at a fraction of the price. Micro influencers are niche players, and this could be the right fit for your small business. Brands of all sizes may want to also test social strategies while focusing on customized audiences. Micro influencers are effective for this goal as well.
If you’re a home improvement brand, you certainly can align yourself with a macro influencer. However, this can be extremely costly and might not be even relevant for your company. You may not achieve the results you’re desiring, especially for the price. Rather, a micro influencer who specializes in a segment of your business might be the key. You may find that a singular focus on DIY design tips might be best served through a micro influencer, such as CityGirlMeetsFarmBoy who currently has 43.3k Instagram followers. CityGirlMeetsFarmBoy’s blog site captures unique and simple to follow DIY tips that end users and brands alike find useful, engaging, and relevant.
Want to jump in on the Social Media Micro Influencer bandwagon, but don’t know where to begin? Talk to us today to help you define a social influencer strategy that works for your brand.
Circle Dot Marketing builds effective communication, research, and planning programs for its diverse clientele, including manufacturers, small businesses, and retailers. Circle Dot Marketing’s media, content, social media, and email marketing programs deliver outstanding results for our clients including winning of the 2018 Pro Tool Innovation Award.
Headquartered in Las Vegas, NV, Circle Dot Marketing creates and propels new and existing brands to success through research, analysis, strategy, and innovation.