The Rise of (Micro) Influencers

Everyone wants to be associated with a star.

Most brands get product endorsers to become the spokesperson of their brand. Advertising has capitalized on the power and influence of celebrities and famous personalities to bring attention and instant credibility to the product that they represent. That means plastering the face of these superstars in every airtime they can secure, every front page they can block, every single billboard they can find, in every other platform both big and small that brings the brand, and its face closer to its intended audience.

However, social media changed the game completely. From relying on established stars, this generation saw the emergence of new power players in the field called influencers or people who were able to capitalize the use of the many new platforms available to them through the uploading of content that can be made viral that in turn earned them a massive following. This leveled the playing field and gave the power to anybody to be somebody, transforming them into instant celebrities that can endorse or kill a brand just by the weight that their word carries over their legion of subscribers. Seeing this power that they hold, advertisers then poured money and more power in the hands of these influencers.

But as time went on, people started to develop suspicion over the motives of these influencers and their occasional attempts to monetize their content. It came to a point where some people started to doubt the sincerity of these endorsements and started to see these influencers as no different from the celebrities of old who would gladly hold a product they themselves might not have used in return for a fat cheque.

Sensing this shift, advertisers are now predicting that this 2020 will see sudden changes in the strategy of social media managers and advertisers from using big-name Influencers to trust their brand’s faith in a new breed of people who are now perceived to be of a better choice to serve as the voice of the brand. These people are called Micro Influencers.

Who are these Micro Influencers?

These are people who are in most cases professionals or authorities on a particular niche and field. Their main difference from bigger influencers is that their following is not as big (just around 10,000 – 1,000,000 followers). Their content is very specific like food, travel, science, law, communication or anything that is directly related to their expertise.

What makes their endorsement more powerful than the big influencers is that first, they are experts in their field which means that their ideas and their beliefs hold weight because their audience acknowledges their higher knowledge on the things they are discussing. More importantly, since their channels are not yet as big or as monetized as their bigger counterparts, the people are more inclined to believe what they say because they are sure that it is not driven by the desire to generate more likes or follows or the need to earn more. Their audience feels that their words are more sincere.

It will not be a surprise when more advertisers seek the good word coming from these people as their voice is starting to become more powerful. That is why it might be wise if you are a brand manager or advertiser to identify these experts as soon as possible and align your movements to these new earth-shakers.


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