When Cassey Ho from Blogilates posts about her new favorite yoga mat, her followers have a new favorite yoga mat to buy. But don’t get it twisted, she isn’t posting a recommendation for just any yoga mat. Her followers know she had the pick of the litter and this is the one that made the cut. Her know-how, experience and honesty is what built her following and has ensured her, and other influencers’, place as an influential friend.
A recent study confirms what anyone following an influencer on social media already knew and what businesses around the world have been hoping for. Twitter and the analytics firm Annalect found that Twitter users trust influencers nearly as much as their friends and family.
Start-up and growth brands should see this as another win in the war of marketing budgets. Big brands have bands on bands to spend on influencers,celebrities, and major ad campaigns. But while big brands are spending racks, start-ups are racking up using the most effective strategies in influencer marketing. It just so happens that those strategies prove bigger isn’t always better.
Micro Influencer Marketing
Big brands would be more likely to go after Cassey Ho because she has a large follower base (1.2 million) and they can afford whatever compensation she is likely to request. But she would not be as effective as @yoga_ky’s Kylan Fischer, an instagram influencer with a follower base of 92 thousand. “But how?!” You ask, “She couldn’t possibly be more effective.” “Of course,” I reply, “and you couldn’t possibly be more misguided.” If you already know about micro influencers then that mini discussion does not apply to you but you’re in for a refresher either way.
In our last article we discussed the right number of followers to look for in an influencer. They are the users with 10,000-100,000 followers and are known as micro influencers. Influencers with followers above that range receive only half the engagement from their followers than their less endowed counterparts. Kylan Fischer’s 92 thousand followers are more engaged on her posts and with her than Cassey Ho’s are. It is also important to note that Kylan, like other micro influencers, is less likely to request a few months salary in exchange for her services.
You are just as likely to listen to both of them as you are your actual (in real life) friends. But you are more likely to buy one of Kylan’s recommendations than Cassey’s. Cassey just doesn’t have time for all the people in her DM’s. Kylan is more likely to answer questions about the cool products she reviews.This is a fact start-up and growth brands shouldn’t take lightly.
The Perfect Strategy
Influencer marketing and social media both help level the playing field when it comes to exposing customers to brands. It is not an exact science because new insights spring up all the time. LMS specializes in Influencer Marketing. We have a database of influencers who are more than just usernames and follower counts. We can use our connections to connect you with influencers perfect for your brand and business goals. If you are an influencer we can help connect you to brands and build your base.
Contact Us to Learn More
Related Articles:
Why Micro Influencers are the best marketing tool