There is such a thing as being too popular. A survey by the influencer marketing platform Markely showed that the more followers an influencer has, the less engaged their followers are. This may seem shocking at first, I mean likes are the lifeblood of the Kardashian-Jenner clan and they get millions of them. But think about who you go to for recommendations on a product. Aren’t you more likely to trust your bestie or co-worker than Kim and Kylie? This is what influencer marketing is all about.
Influencer marketing has become a popular marketing strategy for brands looking to amplify their reach on social media,get the word out about their company and increase sales. It seems like a no brainer. Send something to an instagrammer, watch their followers click the links and increase your sales. It isn’t just about finding someone with a lot of followers. It’s about finding an instagram user with the right amount of followers who are all into what the influencer is known for.
The “Micro Influencer”
The sweet spot for maximum impact is an influencer with a following in the 10,000 to 100,000 range. They are called“micro-influencers.”. These leaders are passionate about what they do and have built a following around it. They have better engagement and a follower group that all share common interests. I say it’s a safe bet that most people following an account that posts nothing but recipes are people that enjoy food and trying new culinary creations. At the very least they enjoy looking at food.
What’s even better is that micro influencers are more likely to become brand advocates and communicate with their followers on behalf of the company. They provide authentic promotion and often will do so for free if they like the product.
Sarah Ware, CEO and co-founder of Markerly, said that when her company engaged with the Jenner and Kardashian sisters on Instagram on behalf of a weight-loss tea company, the celebrities helped bring hundreds of sales.But after adding 30 to 40 “micro-influencers,” the brand was able to sell at an even higher level.
Benefits of Influencer Marketing
- Consumers trust recommendations from a third party more often than a brand itself or from someone they feel is being paid for their recommendation.
- An influencer has the ability to drive traffic to your site, increase your social media exposure, and sell your product through their post.
- According to a McKinsey Study, marketing-inspired word-of-mouth generates more than twice the sales of paid advertising, and these customers have a 37% higher retention rate.
Starting an Influencer Marketing Program
Micro influencer marketing is an effective strategy that proves you don’t have to “go big or go home”. Developing the right program requires more than sending a DM or email. LMS is a leader in providing results driven Influencer Marketing strategy from conception to close. We generated sales growth of 450% within the first month for WTRMLN WTR.
Find out how Influencer Marketing from LMS can help you!
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