The term “influencer” often sparks the image of a celebrity endorsement, à la Nike and Lebron or Smartwater® and Jennifer Aniston. And while A-list celebrities may have large followings, true audience engagement arises from a more intimate setting; enter the Micro-Influencer.
The Micro-Influencer is an up-and-coming blogger, instagrammer, or otherwise social media personality with a following range from around 10,000 to 100,000. By reaching a niche market, these influencers are able to establish a key sense of credibility and authenticity. Unlike more household-name influencers with mass followings, the smaller followings allow for genuine interest and genuine interaction, often evident via back-and-forth commenting. An effective post therefore becomes digital word-of-mouth, a trusted peer review rather than a forceful sales pitch.
At Konnect Agency, we strive to be an extension of our clients’ brands, harmoniously representing the brand aesthetic and engaging with its target market. With this awareness, we can best secure relevant influencers and attract ideal consumers.
The high ROI of utilizing a relevant Micro-Influencer is partially credited to its low cost. Small followings entail a small sponsorship fee or occasionally no fee at all (sans sample distribution). Securing an uncompensated post is essentially the Holy Grail for a PR agency. Not only does it mean free press, but an unsponsored post also allows the content to thrive organically without the pesky distraction of the “#ad.”
Building a meaningful, long-term relationship with media is the key to success, and especially with Micro-Influencers, brands can maximize audience engagement and minimize costs. Due to its interactive and omnipresent nature, social media has become a disruptive marketing resource; and when utilized effectively, the Micro-Influencer can be its secret weapon.