2. Micro-influencers are unsurprisingly important
The social media marketing conversation over the past few years has been dominated by the idea of micro-influencers — brand advocates who might not have huge followings like many social media stars, but nonetheless wield a surprising amount of sway over particular kinds of customers. We launched Superfans as a way for brands and organisations to identify, reward and retain the kind of brand advocates who have the potential to become micro-influencers.
Craig Neale, Chief Marketing Officer for buzzy private members club The Sixty Nine, agreed that micro-influencers are an increasingly important part of the online marketing landscape. But, he cautioned, that doesn’t equal a rejection of larger, more established players.
Instead, both categories offer something important — just with different levels of meaningful engagement. A larger influencer might naturally absorb more clicks, likes and reach, but that doesn’t neatly translate into more sales as often as some might think.
Neale said that micro-influencers are more likely to convert their smaller audiences, and they can be an excellent way of getting your brand into new markets organically while minimising spend.