22.11. Micro influencers are the future of marketing
The last five years have been a whirlwind for brands. Social media is changing every decision a marketer comes across and this acceleration is far from slowing down, especially for the influencer industry.
Recent developments suggest that Micro Influencers about to boom, and this is the first phase of something much, much bigger.
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Let’s break it down: Traditionally, influencer campaigns consisted of one sole influencer – online celebrity endorsements with the Kardashians ruling this space. In 2016, we saw brands experiment with influencers numbering in the tens.
The Zoellas and Kayla Itsines of the world exploded, reaping the rewards of their strong social media presence. In 2017, the TRIBE group, a company specialised in social media marketing, is facilitating influencer campaigns with 100+ Micro Influencers involved (influencers with 3-100k followers), says Anthony Svirkis, the CEO of TRIBE. For 2018 that number will continue its exponential trajectory.
If you take a close look at the industry’s growth, there’s a distinct pattern. With each maturation of the influencer industry, brand managers are more willing to shift down the popularity hierarchy to influencers with smaller audiences and accept a greater volume of influencers for campaigns.
The reason for this decision is that a smaller influencer’s audience is more powerful than a bigger one. Micro influencers boast higher engagement rates than their celebrity counterparts. Now, technology is catching up with this fast-moving space to allow scaleable influencer marketing campaigns. More influencers, in less time, for less money.
As a result, popularity on social media is now less important to brands. With the help of scaleable tech, they can access millions of eyeballs through hundreds of Micro Influencers in relatively no time, for the same — if not cheaper — price as a single celebrity.
With distribution and engagement becoming more accessible, marketers are prioritising imagery celebrating their brand as the most important influencer marketing element and it just so happens that the gap between a professional and an amateur visual content creator is closing at a staggering rate. The steady evolution of smartphones is giving everyday consumers a ‘creative suite’ at their fingertips: just scroll through your Instagram feed; breathtaking, awe-inspiring imagery created entirely by your friends and family. So this leaves us at an incredibly interesting point in time, as we’re about to witness a game-changing convergence of three trends:
First, social media is giving everyone the ability to effectively ‘influence’ hundreds/thousands of people. Brands are looking farther and wider for creative and distribution channels with smartphones matching the capabilities of DSLR cameras and editing software.
In the next 5 years advertising will shift into groundbreaking territory. The question remains, how can brands capitalise on this influencer marketing boom?