Submitted by: Natalie Roth-Charron
To the relief of the global economy, 2020 has taught us that even if barred from entering physical stores, people still want to spend money. Because of this, advertising and marketing efforts have flooded our most intimate spaces. Advertising in the home, goes beyond television and radio spots. Smartphones and laptops that keep us connected to our friends and loved ones, also act as a highly visible online advertising platforms for any company willing to look to the digital.
To some degree, consumers have learned to tune out many forms of traditional and digital advertising. Advertising has simply become part of the background noise of our lives.
When media planning, how do brands breakthrough the “noise” and stand out among the rest? For so many companies, online “influencer celebrities” have become an increasingly desirable tool for online campaigns.
Influencers are defined as online users (blogs, Instagram, facebook) “that have established credibility with an audience. They can persuade others by virtue of their trustworthiness and authenticity” (pixlee.com) They align themselves with activities or products that they themselves enjoy or have perceived expertise for.
The most popular influencers on Instagram for 2020 included people such as Selena Gomez, Christiano Rinaldo and Kylie Jenner, all who boast audiences of over 150 million people following their accounts. Hiring these celebrities to promote a product as part of an online advertising campaign is something only the most ginormous conglomerates would be able to afford.
What are the options for companies with a modest budget, but still want to make a splash?
Micro-Influencers may be the answer you’ve been seeking to round out your online advertising campaign.
Micro-influencers can be defined as public figures on Instagram with following of less than 10,000 people. Though they may not have the wide reach as some of the big names, these influencers tend to have followings that are dedicated and highly engaged. According to socialnomics.com, influencers with over 10,000 followers, generally have less engaged audiences.
A lower engagement rate could be explained in part by potential “bot” followers (fake profiles created to increase a users popularity) — or some audience members may experience fatigue for a certain popular influencer, as they seemingly only have sponsored content (thus reducing their authenticity and therefore credibility).
Using an influencer with a smaller audience will generally ensure true visibility (impressions are important, but what if no one is there to see it? Pretty pointless right?) of your product. They are also more cost effective than influencers whose audience size exceeds 10,000. Micro-influencers spend time building an audience that is tight knit and engaged for themselves and therefore have already done the target audience research for your brand!
One does need to be careful when sifting through the many choices available. Some smaller influencers may not be experienced in the area of content creation, photography or professionalism. This might make for a stressful and unsuccessful campaign.
This is where the proficiency of an experienced marketing agency comes into play. Let your agency research and curate a selection of influencers for you. The list should include influencers they have worked with before or have been following for some time and therefore are familiar with their work and alliances. This will ensure a smooth and predictable campaign that is sure to produce results!