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RISE OF THE MICRO-INFLUENCEREngaging the Long-tail
FACE THEWORLD THE WAYTHE WORLD FACES THEM
B r a n d s N e e d t o
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Through the face of their consumers.
Engaging the Long-tail of
story-telling, content creation,
product trial, etc…3Source: Inflluencermarketinghub.com
It’s an opportunity for brands to recognize and reinvest in
their actual fans and customers in a meaningful way. And
potentially make them lifelong customers.
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The Truth and LieABOUT SOCIAL
No, for the most part, consumers are not in love with brands. No, consumers do not want to have a conversation with your brand, or an “authentic relationship” with it, or co-create with it, or engage with it, or dance with it, or take a shower with it. They want it to work well, taste good, be reasonably priced, and look pretty.
Collecting Likes is still a good way to look busy without truly accomplishing anything.
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The engagement ratio per brand — or average interactions per post per brand per 1,000 followers —has decreased on Instagram (by 25.85%), Facebook (by 8.27%), and LinkedIn (by 7.6%) – 2018.
Why the Shift toMicro-Influence
Consumer distrust of ads Rise of ad blockers
81% of consumers reported that friends and family were their most trusted source of product recommendation, while paid ads were the least trustworthy
Why the Shift toMicro-Influence
The Rise of Influencer-to-Consumer (I2C) Brands
Brands Turn To Influencers As Consultants
Influencer-to-Consumer Apps
Influence Via Closed Communities
In-app Social Gaming
Source: Mavrck – The Rise of Micro-Influencer whitepaper 7
DEFINING MICRO-INFLUENCE
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MICRO-INFLUENCERDistinction
Nano-Influencer Celebrity
Micro-influence is not defined by the number of one’s social following but the relevant conversation groups that a buyer engages in.
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Celebrities post about diet pills on their Instagram when they clearly have personal trainers.
They don’t usually require cash, just some free product. What they lack in reach, they make up for in intimacy – or “real-time personalization of the brand”
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It’s all about the same footing, accessibility and shared experiences.
Source: Voxburner Blog 12
Engagement Continuum
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Experticity study showed that micro-influencers have 22.2 times more conversations than typical users.
MICRO-INFLUENCERBest Use Cases
Product Testing
Product Feedback
Product Sampling
Product Retention
CredibilityIdentifyingMicro-Communities
AudienceProfiling
Product Affinity
Consumer Reviews
Peer-to-PeerRecommends
AlignmentBrand Voice WOM
HOW DO WE GET INTO THE
MICRO-INFLUENCER REALM
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TO STOP BEING STAR F***KERS
NEEDCLIENTS
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PEOPLE.TO
ARE ABOUT PROXIMITY
Avoid the
MICRO-
INFLUENCER
Fails
1. Lapse or Lack of Strategic Judgement
3. Failure to Clearly Uphold Agreements
5. Inauthenticity
7. Improper Alignment with Influencer and the Brand’s Core Values
2. Lack of Education on How to Conduct an Influencer Campaign
4. Uncertainty of FTC, FCC Guidelines
6. Restrictions on Influencer Creativity
9. Failure to Align with Measurable Business Outcomes
8. Understand the Depths of Brand Safety and Fraudulent Followers
Cîroc ads violate FTC influencer rules
Floyd Mayweather and DJ Khaled are sued for promoting a cryptocurrency scam
Snap sues its own influencer, Luka Sabbat
Kim Kardashian, overlooked the FTC rules while partnering with Duchesnay while promoting their morning sickness drug, Diclegis.
YouTuber Olivia Jade Exposed In Light Of College Admissions Scandal
Laura Lee's Racist Tweets Are Unearthed
Jenner sisters attempt to profit off of dead musicians
BooTea Shake ad with Scott Disick
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MICRO-INFLUENCERFirms
MICRO-INFLUENCERDiscovery Engines
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MICRO-INFLUENCERRates
DIRECT
RECRUITMENT
AGENCY
PROCUREMENT
Involves direct engagement via brand’s social profiles.
Best suited if your agency has talent management expertise.
MANAGED
SERVICE
Recommended approach for truly understanding the micro-influencer landscape around outcomes and negotiations.
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3 APPROACHES
THANK YOU!
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