The Power Influencer marketing has evolved and, unlike a few years ago, when the focus was on big names and celebrities, today the most strategic brands are collaborating with micro-influencers, seeking a more segmented, niche and highly engaged audience.
In addition to targeted and segmented engagement, micro-influencers represent a viable investment for small and medium-sized brands, without compromising on results.
In this article, we will explore the important role of these content creators and how to build authentic and effective partnerships. Keep reading!
Who are micro-influencers?
Micro-influencers are content creators with a smaller audience, usually between 5,000 and 100,000 followers.
However, this does not mean they gambling database have less power and reach. Quite the opposite: although they do not have a massive reach, they tend to have a closer and more genuine relationship with their audience.
Thus, they are recognized for their proximity to the public, high engagement and great credibility, especially in specific niches.
At a time in the world where there are thousands of influencers, being able to count on those who target a specific audience makes all the difference in a strategy, and also for the public as a whole, which today seeks more genuine and niche connections.
The relationship they build with their followers tends to be more direct and genuine, which results in greater trust — a decisive factor at the time of conversion.
Why invest in micro-influencers?
Firstly, the relationship they build with how does business email compromise work? their followers tends to be more genuine and direct, as they are more accessible, which results in greater trust, one of the most decisive factors at the time of conversion.
Along with accessibility, that is, the ease of exchanging messages and feeling closer, it is common for micro-influencers to demonstrate a “real life” routine that is closer to that of their followers, which helps to build a connection based on identification, also excellent for conversion.
In addition, other benefits of partnering with micro-influencers are:
1. Qualified engagement
Micro-influencers’ interaction rates are south africa numbers usually higher than those of profiles with large audiences, due to the relevance of the content and the closer connection with the public.
2. Greater authenticity
Communication is more spontaneous and personalized, which contributes to a truer perception of the brand, generating a sense of community and identification. Consumers increasingly value transparency, so this factor becomes essential.
3. Targeted niche
Micro-influencers are usually specialized or passionate about a specific niche, or more than one, as long as they relate naturally. This helps engagement, after all, only those who are truly interested will be searching for this profile. For a brand, this is a very advantageous point, especially those with very niche products.
4. Better cost-benefit
Campaigns with micro-influencers offer a very competitive return on investment, as their costs are usually more affordable.
Last but not least, the power of micro-influencers is also related to ROI. With potentially higher conversion rates and lower costs, the return can be better, both for the amount invested and for the sales that will be generated in the short and long term.
How to build valuable partnerships?
First of all, it is necessary to identify the right micro-influencers. In addition to being related to the brand in some way, it is important that they are aligned with the brand’s image and values, so that the connection remains genuine.
To find them, there are influencer search tools and platforms that connect content creators with brands.
Furthermore, before formalizing a partnership with micro-influencers, it is necessary to consider some important points:
1. Alignment of values
It is crucial to evaluate whether there is synergy between the brand and the influencer. The affinity between purpose, tone of voice and positioning guarantees authenticity to the message.
