The opportunity to have your product endorsed by a celebrity is exciting, but costly. In recent years, brands have shifted budgets from free products and services for endorsement by thought leaders, to paying for impressions and crowd exposure. The concept is simple; trendsetters can help sell an image that will convert to sales. However, the tactic is so frequently used that many marketers are speculating whether expenditures for celebrity endorsement are worth it.
Consumers can have a negative reaction to brands that are endorsed by multiple celebrities, and question the authenticity of promoted products and services. One good example of this is YouTube advertising.
A search for your favorite music video may feature an advertisement for a brand that seems to align with the persona of the celebrity influencer (that’s your first reaction as a viewer). But by the time you have searched a dozen videos from different artists, which all feature the same commercial, it’s difficult not to feel overwhelmed by the brand’s attempt to be everywhere and “all things” to all consumers. At that point, the audience feels like the brand is being too aggressive, as it is proliferated everywhere they look, and the consumer formulates a negative impression of both the brand, and the influencer.
Loyalty is also a factor to consider for brands, who allocate budget for celebrity endorsement. The demand for advertising through influencers is so great, that they are unlikely to agree to a non-competition clause. They are likely however to endorse competitor products, and accept advertising contracts at the highest bidder. How much validity would your celebrity endorsement have, if the same celebrity supported a competing brand, the same year? it is here where the role of micro influencers came to play.
Micro Influencers: Who are they?
Micro Influencers’ are everyday people with a decent following. They have over 3000 followers on their Instagram, Facebook or Twitter, which usually revolves around a particular passion or niche. This can be pretty much anything – from automotive, beauty to business, fashion to fitness, tech to travel, and everything in between.
They’re relatable, genuine and trustworthy – three things which are pretty useful when it comes to marketing.
Work with Micro-Influencers for the Best ROI
For a brand to achieve the best possible ROI on a campaign, it’s ideal to hire a group of micro-influencers. Micro-influencers will not have the same reach as the macro influencer celebrity, therefore, working with a group of micro-influencers is necessary to increase the reach of a campaign. The concept that an influencer must have millions of followers to be valuable to a brand is misleading. The reality is that the larger the following an influencer has, the lower the engagement rate is. Hiring a combination of micro-influencers and celebrity influencers may raise the ROI of a campaign and lower the overall marketing spend.
How to Find Micro-Influencers to Work With
The first thing a brand should do is to look through its own followers on its social media channels. Who is the brand already associated with that might be a potential representative? Who is interested in telling the brand’s story and is already talking about it? This can help to find the micro-influencers that match the brand.
The best way to establish and build relationships with micro-influencers is to engage with them, follow them and show appreciation for their content. When micro-influencers receive direct messages from brands, this will help to make them more likely to reply when an actual campaign is being built.
There are a number of ways to work with influencers. Sometimes speaking with them yields the best results in determining the best way to build a mutually beneficial relationship. For example, the influencer can take over a brand’s social media account for a fixed period of time.
Brands also send micro-influencers product to sample and take photos of to post on their social media accounts. Content that shows product in organic, real-life situations resonates with followers and consumers. Micro-influencers can also create content on their social media channels such as videos and blog posts. Brands can then share the content on their own social media channels with branded hashtags so followers can keep track of it all.
Micro-influencers are accessible to businesses of all shapes and sizes. When a brand doesn’t have the budget to work with a celebrity, it can still get the benefit of working with influencers and watch the brand grow on social media.
Working with micro influencers have a lot of advantages. Following are a few of them;
#1. They are cost effective
Micro influencers are a lot more cost effective than the top-tier influencers. While the big influencers charge something between GHC1000 – GHC3000 per post, the micro influencers would only charge between GHC500-GHC800 per post. This makes it easier for smaller companies to afford them.
#2. There is higher level of engagement
Influencers having 1,000 to 100,000 followers are called micro influencers. The lesser number has allowed them to engage on much higher levels with their followers. Hence, they are much more real and believable to their followers. Engaging with followers on one on one basis allows the micro influencers to develop stronger ties with their followers. A higher level of engagement also enables them to convince the followers with their reviews.
#3. The followers trust their reviews
The micro influencers are generally persons who are highly knowledgeable in a certain area. Hence, their followers attach a lot of importance to their opinions. A review by a micro influencer is believed to be genuine and well researched since they are an expert in that niche. Therefore, if a micro influencer agrees to work with you and review your products, you will be able to gain access to a lot of relevant audiences.
#4. The audience is already interested in what you do
Since the micro influencers are experts in specific niches, their followers are people who are already interested in that field. Hence, if you connect with a relevant micro influencer you will be able to reach out to an audience who is already willing to know about your products and services.
#5. You can hire more than one micro influencers
Since they charge low rates you can hire multiple micro influencers to spread the word for you. This way you will be able to connect to more people and also effectively increase the download rate.
Finally Kojo Djan Jnr could not put it any better than this ” the best influencers are your customers they are the users of your products they know best “.