If you haven’t gotten acquainted with the term micro-influencers in 2017, you should do more in this year to learn about it. Because as we enter the third month of 2018, multiple trends seem to be going in that direction.
Integration in budgets
Because micro-influencers and influencing over all still is something, not every company has jumped on to, many have in the last year started out with a test-budget for the influencer marketing. That means they have tested it to see if there was something to it, and what possibilities with influencers they have. As the testing turned out great, more and more brands started integrating the influencer-post into their marketing budget.
And since a lot of brands started the testing in 2017, less brands will make influencer marketing as a test, and more will start integrating it directly into their marketing budget, because they have seen it work with different brands. And probably so have you.
Social platforms like Facebook and Instagram have too seen that influencers are on their way op. They have for example offered influencers and brands the tools to have a look at their reach on sponsored posts. Of course it will also be profitable for the social media as well in the long run, because the better the platform is for the influencers and brands to use, the more money they will spend on ads on the platform.
But how is the social medias development towards more personal content and less content from brands a good thing for micro-influencers? That is simple. The micro-influencers are regular people. And since they aren’t bought by brands but just using the products, their content will be registered as personal and organic, so the new changes will not affect micro-influencer. So where your regular marketing campaigns and ads can’t reach your potential costumers, the micro-influencers can.
Whether things will change later in 2018, only Mark Zuckerberg knows.
It is not only Mark Zuckerberg and his friends at Facebook, who wants the connect to be more personal and organic. The consumers also want content they can trust. More and more bloggers and bigger macro-influencers get paid for doing advertising for a certain brand or product. And because there is so much advertising, and the influencers and bloggers have to show that it is advertising, the credibility drops, and the followers, the consumers, will see right through it.
That’s why micro-influencers will be an even bigger hit in 2018. Because of their credibility. They keep being regular people with regular jobs, who just happen to have a lot of followers on their Instagram-account. They do not get paid to tell about the product, they just use it and tell the truth. And that is what the consumers want.
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