Some of the people reading the title might’ve wondered, “what are micro-influencers? I’ve not even heard of them. How could they be changing the face of e-commerce?” and no one would blame you for that reaction. The tech world is rapidly changing and platforms that were all the rage two years ago might be in danger of going bankrupt now, and amidst all this chaos, it is extremely difficult to keep track of the wider macro trends of the e-commerce world. This article will help you look at this phenomenon with a wider glance and see the potentially transformative nature of this nascent business-model.
Who are Micro-Influencers?
Micro-influencers, as the name suggests, refers to a class of influencers that don’t have as large a following as your typical social media influencers. Although, this term doesn’t imply any negative connotations, because they have the unique strengths that let them be more effective, some times than larger influencers when it comes to promoting a brand. The size of their followers isn’t their only identifying feature, rather, a micro-influencer typically has a dedicated following and posts images/videos that fill a niche (as opposed to bigger influencers’ content, that tries to appeal to a much broader audience).
Why Do They Have an Advantage?
Being a micro-influencer means the person has a lower reach, this is tautological to state, so why would anyone decide to do business with micro-influencers instead of Macro ones, aside from cheaper ads? Well, giving their business model a second look, you’ll see how many important advantages they have:
- First of all, we already talked about this, but it is highly likely they’ll have much more dedicated followers. This means their followers will be more receptive to marketing campaigns and you have more flexibility in how you construct it. Bigger influencers don’t have the same personal relationship with their viewers, and that’s why you see better numbers when striking a deal with smaller influencers.
- The influencers also have a much more intimate knowledge of their followers – if they are competent, they’ll be able to tell you a lot of pointed information about their base and how you can appeal to it – this valuable information can help you tune your campaign and strategy to get those people on board.
- Lastly, due to how dedicated the fanbase is, micro-influencers have an inherent advantage when it comes to diversification and turning their social media life into a business by using tools like Fourth Wall. Why should you care? Well, that’s simple – if you have a working relationship with these influencers, you’ll be able to ride the wave with them and come out on top at the other end.
What Wider Forces are At Play Here?
You still might be thinking to yourself that all these aren’t enough to propel micro-influencers to be big enough to be a changing force in e-commerce, but you need to look at the wider trends.
There is absolutely no doubt we are moving away from an industrial global economy to more and more service-based economies. There is an ever-growing demand for entertainers and influencers tailor-made for our tastes. As automation cranks up, this will only accelerate, and in ten years, we might see a sea of these influencers and tools to help us contact them efficiently. You should definitely keep up with it.