The RISE of Micro Influencers
Brands have realised that the right endorsement from micro influencers, who have niche area of expertise, and post value-driven content regularly is a better investment in many rather than a couple of influencers.
Micro-influencers are everyday people who have gained a growing number of followers on their social accounts, they tend to have 5000 to 50,000 followers, vs. the millions of followers a celebrity may have. Micro-influencers can help them reach a niche audience without spending a fortune. In 2019 they make a rising trend.
According to Experticity Research,
- Micro–influencers have up to 22.2 times more “buying conversations” that include product recommendations each week than an average consumer.
- 87% of influencer recommendations happen face-to-face compared to 78% of general population recommendations.
- Influencers are more direct in their recommendations with 74% encouraging someone to “buy it or try it” compared to 66% of the general population who encouraged those actions in their recommendations.
In 2019 many marketers think that the shift only makes sense as micro influencers present higher credibility in their niche areas, that compensates for the smaller number of followers they have.
Meanwhile, micro-influencer marketing is not just another social media trend in 2019, it is a powerful and cost-effective solution you can utilise to promote your brand.