Micro-Influencers Are The Driving Force; Embrace Them Or Die

By Juma / Published July 20, 2021 | 10:01 am




KEY POINTS

Who is a micro-influencer? Micro-influencers are personalities on social media with the following of between 1,000 and 50,000 who are able to steer the conversation around diverse subject matters, attracting high levels of engagement.




Brands, especially in Kenya are obsessed with the “number of followers” in determining who they should work with when it comes to the amplification of their products and service. They give no damn to what one can offer if he or she does not have “numbers.”

Numbers are king. I agree. Am not disputing that. But when it comes to “choosing influencers” and on who to work with, numbers in terms of followers tend to work backward. This is confusing but if you have the patience of reading this piece, you will get the gist.

Before choosing an influencer, first, understand who is an influencer. Who is an influencer? A person or group of people able to influence a decision or tailor a conversation towards a certain subject are influencers. This is with or without huge followers.

Who is a micro-influencer? Micro-influencers are personalities on social media with the following of between 1,000 and 50,000 who are able to steer the conversation around diverse subject matters, attracting high levels of engagement.

Many brands are looking to enhance their online presence and interaction with both potential and existing clients but have no idea who to work with. This role has in the past been played by celebrity influencers like Caroline Mutoko, Xtian Dela, and Eric Omondi to mention a few.

With the increasing number of small and medium enterprises (SMEs) however, most of these may not have large budgets to hire established influencers such as those mentioned. How then do these brands remain competitive with the ever-changing digital marketing trends in Kenya?

When you look at conversations across your timeline, whether Facebook, Twitter, or Instagram, there are a number of personalities who can help fill this gap. These are individuals whose content attracts a high number of comments, likes, and shares on a consistent basis.

What this means is that whatever content they publish on their platforms has a higher multiplier value, ensuring higher engagement and visibility. That’s where the gold is.

Micro-influencers build upon strong personal circles whom they are more likely to influence, banking on the trust that comes with knowing someone on a personal level.

Additionally, they aren’t necessarily celebrity status so their lives are more relatable to their target audience. Conversions are therefore obtained since the target market sees the micro-influencer as just like me.

Micro-influencers are however bound to break the micro shackles with time and become highly established influencers once they greatly increase their following while still meeting high engagement targets which act as negotiating cards with brands.

According to Qoints.com, micro-influencers are defined by the following key traits:

Size of following that ranges between 1, 000 to 100, 000

High engagement rates. According to AdWeek, “Engagement driven by micro-influencers are 60% higher and those campaigns are 6.7 times more efficient per engagement than influencers with larger followings”.

Micro-influencers drive focussed content, ideally within a singular discipline, compared to diverse content driven by established influencers

Micro-influencers are more relatable and genuine and are usually readily available to engage with their audience using retweets, comment replies, and reactions.

Micro-influencers are usually more affordable than their macro counterparts, operating within the budget of most SMEs.

At the same time, social commerce, a cross-integration of e-commerce within social media functionalities is expected to rise rapidly in the next few years, according to findings by Ogilvy Social Lab.

This even as social media consumers in Kenya increasingly become unresponsive to paid advertising on both digital and analog channels.

“Social media is already a key part of product discovery with over half of the users finding the product in social media channels. In a country where mobile payments are mainstream and traffic can be daunting at times, buying from these channels is just waiting to be mainstream,” said Riku Vassinen, Managing Partner, Customer Management.

Content Influencers are in three categories; micro, medium, and macro. Learn to create a balance and let each individual influencer create their own content that can spur conversations and through this create the needed grid points that rope on potential clients and the internal team can now harvest the referrals.

Consumers use all kinds of media to make shopping decisions – from YouTube to Facebook – and it’s becoming increasingly harder to put the people that buy certain products into a box than it used to be. This is where influencer content creators are vital.

They create a cult-like following that whatever they say, is the gold standard. If a celebrity says they bought a beautiful hat at an online shop and they post a picture looking handsome or beautiful, their cult-like followers will flock to the shop.

Referrals within the digital communities are very important, delicate, and fleeting like life itself. One moment you are the hero, the next the villain.

Consumer categories like mainstream, or high and low end, are starting to disappear. Segmentation is getting more and more complex. Consumers are banding themselves around influencers and engaging them constantly. For advice, help, recommendations, etc.

The same customer can buy one high-end product and one low-end product at the same time, purely based on their favorite influencers in various sectors. Content Influencing needs authentic and passionate people who can sustain it. It’s a calling that goes beyond the amount of money they are getting paid.

People select which consumer products they want to buy with an unbalanced mix of emotions and rationale purely based on conversations online, irrespective of whether research has been done or not, as long as their favorite influencer has said.

Read More: Why Influencer Content Marketing Is The Future Of Marketing, PR And Branding And Why Firms Need To Identify The Best Influencers That Mesh With The DNA Of The Brand





About Juma

Juma is an enthusiastic journalist who believes that journalism has power to change the world either negatively or positively depending on how one uses it.(020) 528 0222 or Email: info@sokodirectory.com

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