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Effective Digital Marketing Strategy: Harnessing the Power of Micro-Influencers

Digital landscapes have been showing rapid development over the past few years. With the continuous flow of the evolving digital landscape, it has naturally been a challenge for businesses to stay ahead of the game to stay prosperous. To survive in the competitive field of digital landscapes, businesses’ focus on influencer marketing has naturally shifted from traditional celebrity endorsements towards micro-influencers – influencers with smaller but highly engaged followings. This article examines how businesses can implement the growing popularity of micro-influencer marketing to enhance their digital marketing strategies

Understanding Micro-Influencer

In the digital landscape, businesses widely utilize micro-influencer marketing, which involves collaborating with influencers who have a follower count ranging from 10,000 to 100,000 to promote their brand (West,2023). Then why would firms want to work with micro-influencers rather than celebrity influencers who have way more followers? The first reason is because of the low charge rate when working with micro-influencers. If the firm chooses to work with macro-influencers, they would have to spend a tremendous amount of money on one single influencer whereas, if they decide to work with micro-influencers, it can allow the business to work with more influencers naturally allowing them to reach a wider range of audiences at a much more affordable price compared to working with macro-influencers. According to “Influencer Marketing Hub”, the expected fee when working with micro-influencers are as follows:

  • Instagram: $100 – $500/post
  • YouTube: $200 – $1000/video
  • TikTok: $25 – $125/video
  • Twitter: $20 – $100/Tweet
  • Facebook: $250 – $1250/post

When working with macro-influencers, the cost per post or video can jump to more than $10,000 (West,2023).

Additionally, micro-influencers tend to have a more engaged following. According to “techjury”, 91% of engagement posts came from micro-influencers showing that posts from micro-influencers are reaching a higher percentage of their followers.  

Finally, working with micro-influencers makes it easier for the firm to reach out to niche audiences. Being able to reach out to a specific group of audience, makes sure that the product is reaching out to the exact group of customers that would be willing to make a purchase.

Partnering With The Right Influencer

For the firm to partner with the influencer, they need to first know their target audience. Understanding their target audience allows the firm to opt for influencers whose audience demographics and social media platforms complement the brand just like the example below:

By searching various keywords and going through the lists, businesses can try to find profiles that fit into the brand’s mission. Another tactic could be to scan the list of followers of the businesses’s social media account. This is due to the possibility of influencers that have been introduced and are already following the brand.

How Influencers Boost Brand Credibility

Influencers with relatable content with the brand have the power to build trust and provide credibility in the minds of the consumers. By partnering with such influencers, they act as an advocate of the brand creating trust and loyalty amongst the followers. This can be done through the use of storytelling ability that creates an emotional connection with their followers. Additionally, influencers may also encourage user-generated content(UGC) by encouraging customers to share their experiences after using the brand’s product or service. As UGC acts as a tool to build trust and credibility while also acting as social proof, influencers can boost a brand’s credibility significantly.

Power of Micro-Influencers

Affordable costs, highly engaged audiences, niche audiences, and driving brand awareness through generating authentic interactions are compelling opportunities offered by micro-influencer marketing. Therefore understanding the differentiated offering of micro-influencers, partnering with the right partners, and building authentic relationships can successfully act as the key to achieving digital marketing objectives and bringing meaningful results.

References

West, C. (2024, January 31). Micro-influencer Marketing Guide: Facts and uses. Sprout Social. https://sproutsocial.com/insights/microinfluencer-marketing/

The power of authenticity: Creating genuine connections with influencers. FasterCapital. (n.d.). https://fastercapital.com/topics/the-power-of-authenticity:-creating-genuine-connections-with-influencers.html/1

Chernev, B., & Ivanov, I. (2024, January 3). Influencer marketing statistics – how big is it in 2024?. Techjury. https://techjury.net/blog/influencer-marketing-statistics/

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