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

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