Using multiple micro-influencers may be a better tactic for most of you than using mega-influencers who may have outrageous pricing. Which should you use?
In my previous blog, I discussed about micro-influencers and how their engagement level is typically higher than that of other categories. So, what are the benefits you get from working with micro-influencers?
1. Build Trust
Nowadays, people don’t believe in scripted advertising anymore because they know that the image of a famous celebrity holding a product and saying something beautiful about it is quite fake. On the other hand, many have started to pay attention to what micro-influencers are saying, in order to explore more genuine experiences and look for real-life recommendations. Also, authentic content produced by micro-influencers has a tendency to be so much more familiar to the audience, which can create trust between them. So, when a micro-influencer recommends a certain brand, their followers tend to get a positive impression about it.
2. High Visibility
Original and reliable content created by micro-influencers leads to increase in the volume of followers. As discussed earlier in my blog, micro-influencers typically post on topics related to their interest area, such as in fashion, beauty, fitness, etc. So when these micro-influencers promote a particular product within his/her interest area, their followers will have an interest in it and get attracted to it. This results in high engagement rate and visibility for that brand as they will talk more about the brand. The more mentions in conversations the brand gets, the more search volume resulting in increase to the brand’s website traffic.
Let’s look at an example.
SmarTrike, a children’s vehicle manufacturer, wanted to introduce their tricycle model to mothers with 8-18-months old babies, by using 3 highly relevant influencers; one of them was a popular TV personality- Guiliana Rancic. Guiliana Rancic also has a son, who is a toddler, and she was posting her son's images in Instagram, which attracted many women who were in a similar situation.
One day, Guiliana Rancic posted a photo of herself watching her son play with a tricycle and commented how much fun they would have had if he had had the tricycle when he was a baby. She also wrote of buying it as a holiday gift for her best friend’s little child. Guiliana Rancic's post appealed to nearly 20,000 people and 200 comments were written about it.
This is a great example of how much visibility a brand can get by working with micro-influencer.
3. Search Engine Optimization
In the current digital world, everyone is looking at ranking higher in Google searches. Though there are many factors that affect Google search ranking, Google tend to favor high-quality organic links. If a high-authority site links to your website, you may have a chance at outranking your competitors.
By partnering with influential bloggers for reviews of your products and services, it will help you build high-quality links to drive more traffic to your website, thus improving search engine ranking. Micro-influencers have a large enough followers to have quite a significant impact, and because they’re so influential, they often have a good domain authority.
4. Better reach with affordable budget
As a hot trend stepping into the game, almost every company is now doing influencer marketing and budget allocated to influencer marketing is at a constant rise. Typically, you have to pay famous celebrities up to $187,500 for a post on YouTube, $75,000 for a post on Instagram or Snapchat and $30,000 for a post on Twitter. On the other hand, 97% of micro-influencers on Instagram might charge less than $500 for a promotion post. As for those who have just begun their influencer career, they might get the brand’s product as a compensation.
While using mega-influencers may cost you thousands of dollars, using micro-influencers may save budget and increase profit. This has been confirmed by Markerly CEO and co-founder Sarah Ware in The rise of “Micro-Influencers" on Instagram written by Yuyu Chen in Digiday UK.
Let’s look at Lancome as an example.
L'Absolu Rouge is one of the best-selling lipstick collections from Lancome. The colour range consists of 44 shades and is available in either sheer, cream or matte finishes. L'Absolu Rouge in Rose has won the 2015 Allure Best of Beauty Winner for Best Bright Lipstick.
In order to promote L'Absolu Rouge within planned budget, Lancome not only used famous celebrities, such as Kate Winslet and Penelope Cruz, for endorsements, but also established relationships with several micro-influencers. The combination of using both mega-influencers and micro-influencers helped Lancome use their budget effectively to reach out to much more and varied audience base.
Example of a mega-influencer:
Penelope Cruz is a Spanish actress and a model, with 1.7 million followers in Instagram.
A post shared by Penélope Cruz (@penelopecruzoficial) on
Examples of micro-influencers:
Sindi Arifi is a Miss Swiss finalist, with about 56,000 followers in Instagram.
We're so happy to be able to welcome top influencers like the gorgeous @sindiarifi wearing #LabsoluRouge in sunny #Monaco today! Stay tuned for more! #Lancome #LancomeStars #SindiArifi #regram 📷 @thomasmasotti
A post shared by Lancôme Official (@lancomeofficial) on
UK Fashion & Beauty blogger Mona Lisa (Twitter: 4,250 followers) also participated in promoting L'Absolu Rouge.
The brand visibility that Lancome got for their L'Absolu Rouge product by utilizling both mega- and micro-influencers was, as you can see, huge!
Although there are these benefits of using micro-influencers, you might also encounter problems. I’ll write more on this in my next blog, so stay tuned.