Comprehending the true essence of influencer marketing is not solely about going beyond numbers but also about identifying avenues for micro-influencing and capitalizing on the same. That’s right, influencer marketing – to start off with – has never really been about the number of followers a brand or an individual has been able to clock in. Contrary to what conventional marketing outlook would have you believe – it’s not the number of followers that matters but the kind of reach that you have – does.
Influencer Marketing: Why Going beyond Numbers is more Important than Ever Now!
So, going by the aforementioned logic you can jolly well conclude that someone with around 200k followers but little “reach” is way “less” an influencer than someone with perhaps a paltry 11k followers but with better reach. That’s where the concept of micro-influencing stems from.
Micro Influencing: The New Name of the Game?
Micro-influencing is turning out to be a highly efficacious concept whereby brands are roping in social media influencers with fewer than 100K followers but with incredible reach. It’s not really uncommon for these people to clock in 400-450 comments or thousands of shares on an average– every time they’re posting something.
The success of micro-influencing has heralded a paradigm shift in ways in which we have viewed influencer marketing in general. Brands here have leveraged the reach of “near-regular” people to reach an engaged audience and consequently to append to their sales.
Glossier and ASOS are two heartening examples of social media success stories based on the effective employment of micro-influencers and regular users.
What Should you Know about Influencer Reach?
Notably – “social media reach” has emerged as a more of hype than what you could imagine. Put in simple words—it’s clearly not sufficient to have more than 200 or 300K followers rooting for you. It’s important to figure out the nature of your reach. It’s important to observe the kind of audience you have been able to engage with. For instance, as a fashion brand, resonating with audiences that are genuinely interested in fashion (their interests reflected through their social media posts, pictures, and videos) is more lucrative than being liked by people who don’t have strong interests as far as your niche is concerned.
The Tools and More!
Tools like UpFluence help you spot social media influencers not only based on the keywords you’re using, number of followers and the engagement levels generated by their posts but also based on the audience type they have struck a chord with. Get to know all about their gender, location, and age!
For brands willing to invest their time and money in influencer marketing, it’s important to acknowledge the significance of the combination of all the isolated aspects that we have discussed so far. Gone are the days when you could arbitrarily rely on the social media presence that influencers in general command. Figures don’t reflect that “command” any more! Engagement does! Make sure you’re investing in the right social media tools to spot future ambassadors! Hopefully, this primer has been of help.