The bigger the better, right? Well when it comes to influencer marketing - a strategy that uses key leaders to drive your brand’s message to a large market - that’s not necessarily true. AdAge’s recent article “Micro, Not Macro: Rethinking Influencer Marketing” hits on why it's so important to recognize quality over quantity for your influencer marketing - and just how a smaller influencer’s more authentic voice will actually net you more potential customers.
A few key takeaways.
First, influencer marketing is about real people, not celebrities:
They often have a more personal connection with their followers.
Typically, these influencers aren't celebrities. They are real people with a deep passion or subject-matter expertise. They are often more relatable than big-time influencers, and their content can feel more authentic and personal.
Second, smaller audiences are often wrongly undervalued. Rather, these audiences actually provide more bang for your marketing buck:
Micro-influencers' content often performs better than macro-influencers' posts. According to recent research, engagement rates on Instagram drop as the number of followers increases [...] For advertisers trying to get the most bang for their buck, it's worth considering the most effective path to scale.
Third, their audience more precisely aligns with your target following:
Many of the social media juggernauts have diverse fan bases. This can be a great thing, but for brands trying to target a particular type of customer, it's better to think narrow. Micro-influencers often cater to a specific, niche audience.
Instagram is a built-in audience of design-lovers. For design-forward brands, working with the right micro-influencers on Instagram allows you to cut through the clutter to skillfully and powerfully engage your target audience - at scale. On Instagram, the amount of followers you acquire can translate to real business leads and powerful publicity. To read more on why Instagram really matters for design + architecture pros, click here.