Marketing companies have long overlooked micro-influencers as not worth the return on investment. Daniel Gallagher, a marketing expert, disagrees with this assessment based on his experience and case studies showing their effectiveness. Here’s a look at what he’s found and why brands must reconsider their attitudes toward micro-influencers.
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What is a Micro-Influencer?
Micro-influencers have 10,000 to 50,000 followers on their social media accounts, video, or streaming channels. They pull in views in the thousands regularly but experience slow, primarily organic growth in the numbers of their followers. Small brands are more likely to reach out to a micro-influencer for advertising. However, most of the time, the micro-influencer doesn’t have a sponsor or advertiser.
Why Brands Tend to Overlook Micro-Influencers
It’s common for brands to pass over micro-influencers as potential marketing partners. The main reason is the perception that the return on investment isn’t there with a smaller audience. Yet brands see an average of $6 in return for every $1 in advertising money spent, which suggests that this can be true of micro-influencers and macros.
Another issue that brands have is perception. Macro-influencers have audience numbers in the six-to-seven figures, which means more potential buyers for the brand’s offerings. The issue with this thinking is that large audiences are more tuned out due to the commercialization of their favorite influencer. In contrast, a smaller influencer is seen as more genuine, and the audience is more willing to consider what’s being said.
Micro-Influencers are Worthy of Consideration for Marketing Campaigns
As a general rule, influencers reach more than their audience alone. Viewers spread their opinions about a brand or product through word-of-mouth, posts on social media, and anywhere else they can leave an opinion. This is true of micro-influencers as well, which means marketing with one can have a reasonable return on investment. Brands that overlook micro-influencers frequently leave money on the table because of the advantages that micro-influencers offer.
Micro-influencer is less risky for marketing campaigns as they command lower prices for sponsors and advertisers, are easier to connect with and have more time available for experiencing and talking about a product or service. They can take time to understand the product you want them to promote, learn about the brand guidelines, and create a promotion that fits their style. All of this can result in a clever and creative advertisement that catches the eye of the audience and inspire them to buy the product in support of their favorite influencer.
How Daniel Gallagher Can Help Your Marketing Campaigns Reach More People
Daniel Galagher understands how micro-influencers can boost brand awareness and product sales. He’s tuned into the youth crowd’s hopes, dreams, and desires and knows how to connect them with brands who want their attention. Contact Daniel today to learn more about how he can help your brand benefit from working with micro-influencers.