Brands looking to learn a thing or two from the new wave of “micro-influencers” may be interested to hear that high-quality creative, authenticity and sharing are the key factors in driving and maintaining engagement with audiences across social media.
The findings come from new research by marketing platform SocialPubli, which polled the opinions of 1,000 micro-influencers across a range of sectors and niches, including fashion, travel and fitness, for the 2018 Global Micro-Influencer Study.
More than three-quarters of those surveyed said that they now publish at least one piece of content every day on social, while 48% are pushing videos, articles and other posts twice or more during that period. 99% of these influencers also feel strongly about the products and services they promote.
Micro-influencers are on the verge of usurping their more illustrious “mid”, “macro” and “mega” influencers as data shows that they deliver a 700% uptick in engagement on average on Instagram. Micro-influencers are generally defined as everyday consumers with an active and engaged follower base of between 500 and 5,000 people.
“Influencer marketing is at an inflection point and micro-influencers are playing a vital role in its evolution from a passing fad to a permanent, viable and effective marketing strategy,” said SocialPubli’s CEO Ismael El-Qudsi. “With this first installment of our global study, we wanted to hear first-hand from micro-influencers to offer brands not only a panoramic view of this powerful category but also a deep dive into their beliefs, preferences, and behaviors.”