The Rise of Micro-Influencers
As consumers’ trust in big companies and advertising is fading, it is important for public relations consultants to recognize the unwavering power of social media influencers while building integrated public relations campaigns. With the rising consumer trust in genuine influencer recommendations, businesses and companies should understand that investing in influencer marketing will help generate interest and sustainable engagement for your brand.
When putting together an influencer marketing plan as part of your public relations strategy, it is important to consider the different types of influencers and what businesses will gain from each type of collaboration. Traditionally in the past brands have worked with celebrities as brand ambassadors, or individuals with millions of followers, who could influence large amounts of consumers with a single post. The issue with this formula is that celebrities are unable to interact with all of their followers and seem less approachable. However, an increasing number of public relations professionals have found the benefits of engaging with micro-influencers.
The micro-influencer has more than 5000 followers but less than 100,000 followers. Micro-influencers are considered to be an authentic voice, with a niche audience and engaged followers. Micro-influencers craft interesting stories and focus on producing content that resonates with what they like or dislike, their values, and who they are. Micro-influencers personalize the experience and content they provide to their audience, without a filter and without inundating followers through multiple brand partnerships that don’t look authentic. Consumers want to follow people who are experts in one particular industry, hence the reason why many micro-influencers are focused on one industry, like health, wellness, travel, fashion, or cannabis.
How can micro-influencers enhance public relations strategies?
Easy. A brand’s customer base is the best resource for content creators and micro-influencers. Working with people that already know and love your brand is a great way to enhance exposure. Customers are able to come across a brand organically, through the recommendation of someone whose opinions they know and trust. Combine your existing strategy with micro-influencers that are good at communicating, have high engagement, and can utilize their networks to story tell effectively. Sound familiar? That’s because micro-influencers and public relations go hand in hand.
Easy Consulting Studios will work with you to evaluate your campaign objectives and research the right influencers to partner with. We’ll ensure that when considering which influencer to work with, their audience will be or is already interested in your brand or product. Easy Consulting Studios will make sure your micro-influencer partner has the right reach and engagement levels to ensure that your ROI through social analytics and results is achieved.
Influencer marketing is here to stay and companies should look to working with a public relations agency with pre-existing relationships to help find the best partners for your brand.
Photo Credit: Frederique Matti