While most businesses realize the importance of using social media to improve their brand, some may not realize what aspects to utilize. There are definitely many options of how to go about your social media strategy, whether you want to increase your online presence organically, run paid ads, or use celebrities to promote your product. Speaking on the latter, using famous individuals to promote a product on Instagram, also known as influencer marketing, is a billion dollar industry. You may think that when choosing an individual and engaging in influencer marketing, the more followers that person has the better. This is not the case. Recent data collected has shown that Micro-Influencers (users with between 1,000-100,000 followers) are more beneficial to your online campaign.
Micro-influencers have higher engagement rates than those with more followers. This is due to the fact that they have a fan base that is more close-knit, resulting in followers engaging more frequently due to the authentic and relatable nature of the influencer. Engagement rates can be as much as 60% higher than those influencers who have millions of followers. Micro-influencers are also much more likely to communicate with their followers which also enhances the authenticity of their account. This level of interaction provides your brand with many benefits when using Micro-influencer marketing.
Promoting your brand through Micro-influencers is a much less expensive option than using people with more followers like traditional celebrities. Compared to people who are more famous, the cost per post is significantly lower when using somebody who has less followers. The lower price combined with the higher engagement rates makes using Micro-influencers beneficial for your brand.
These types of influencer accounts with less followers, tend to have a much more specific fan base. Using this information and finding somebody with a fanbase that fits the demographic you intend on targeting, can help you really zero in on the group you wish to reach. Reaching people in your target demographic like this will increase the likelihood of action in regards to your business.
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