Yes, micro influencers have been on the rise, that isn’t news. However, the micro influencer will continue to rise into 2022 as a content & marketing strategy for many brands and retailers.
Let’s face it, while influencer marketing is still an effective way of branding and generating sales, consumers are becoming smarter about the content they are viewing and why someone is recommending a product to them or not. Sometimes they don’t care that it’s a paid promotion, as long as it gives them value, but sometimes they do.
The micro influencer presents a marketing opportunity for brands and retailers to reach audiences in another way. A more casual and ‘REAL‘ way of marketing and branding a product.
Who are Nano-Influencers? A nano influencers is an individual who has between 500-9k followers on social media. They have high rates of engagement and more of a connection to their following.
Who Are Micro-Influencers? A micro-influencer is an individual who has between 10,000 and 50,000 followers on social media. They are known for the particular area of interest and have very high rates of engagement from their audiences.
Both of these subsets are good targets for brands and retailers to work with at scale over the course of a year. It reaches new audiences but also the content they create can be used for good UCG content for your product / brand.
One of the most important parts of this strategy, as mentioned above, is the ability to scale it. If your marketing strategy isn’t scalable, it’s probably not worth pursuing in the long-run as you’ll hit a wall.
One of the best places in my opinion to find nano and micro influencers is on YOUTUBE. Think about it. The HUGE beenefits of working with nano and micro YouTube creators is that not only are YouTube viewers more intent-based watchers looking for topic-based content (as opposed to scrolling a social feed,) but it’s much easier to come across a piece of keyword based video through a YouTube search that lasts for the life of the channel.
As we continue see ad costs rise, I forsee this a strategy brands and retailers will get more aggressive on going into 2022 and on. We’ll see this also in a form of live shopping and hopefully more novel ways of creative that will come to play next year rather than just promoting or reviewing a product.