Digital marketing with the rise of micro-influencers

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AN IDEASCOMPANYFORTHE DIGITALWORLD.
www.liqvd.asia
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Digital Marketing with the rise of
Micro-Influencers
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Background

• It is almost 3-4 years since we have started
  seeing a rise in the importance of influencer
  marketing. Earlier, traditional marketing was the
  best way accepted by brands for promotion.
• Aprediction made by Influencer Marketing Hub in
  2018 suggested that micro-influencers will gain
  more influence over celebrities. With the current
  situation, it is clear now that their prediction
  was correct and on the mark.
• You might wonder how they were right in their
  prediction? To understand it, read it till the
  end.
• First of all, let us see the movements of brands
  from traditional social media marketing to
  influencer marketing.

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Early Influencer Marketing Strategies

• In the earlier years of Influencer Marketing, it
  lacked the correct definition and the measures
  for success. One of the easiest ways of finding
  the influencer for a brand was to look at the
  number of followers on the social media channel.
• Brands accepted the situation for a while, even
  when influencers tried to increase their cost of
  posting brand stuff on their social media
  channels. The charges were relatively lesser than
  what brands had to pay for celebrity
  endorsements.
• However, brands have started raising their
  questions about reach, followers, and a few other
  things in the past year. Having tens of thousands
  of followers does not mean that they influence
  everybody.
• We have seen several influencers gaining
  followers, likes, comments, etc., using cheap and
  paid techniques like keeping bots. As a result,
  brands have started losing their interest in
  hiring influencers with more followers and lesser
  reach. Such a situation pushed an increase in the
  importance of micro-influencers, having lesser
  followers but a better reach.

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Micro-influencers rescuing Brands

• More prominent brands still believe in celebrity
  endorsements, apart from influencer marketing.
  However, smaller brands have started gaining
  interest in influencer marketing since 2018. The
  main reason behind influencer marketings rise is
  a rapid increase in the number of
  micro-influencers.
• The key advantage of micro-influencers is that
  they are micro in the number of followers, but
  they can influence their followers. They
  genuinely influence the decision-making of their
  followers.

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Brands AND Micro-Influencers

• Reach is just a nice simple number to discover,
  but it does not tell a brand about the benefits
  of hiring a micro-influencer. In our
  understanding, the benefits are intangible.
• Based on research by Markerly, Influencers with
  10,000 to 1,00,000 followers will give you a
  better combination of reach and engagement.
• BUT HOW?
• Micro-influencers have established relationships
  with their followers. If you have done proper
  research and hired a micro-influencer, then
  micro-influencers are likely to give positive
  feedback regarding your products. This will
  influence their followers to make a favorable
  decision regarding your brand.
• No micro-influencer will accept your proposal if
  your brand can hamper its followers in any case.
  It means if a micro-influencer shows interest in
  working with your brand, you are likely to
  receive the best output.

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Conclusion

• As a digital marketing agency in Mumbai, Liqvd
  Asia has worked on several such influencer
  marketing activities and is working on them
  presently. As a brand, if you are unfamiliar with
  any such activities or want any help in
  influencer marketing activities, you can connect
  with us.

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