The Microinfluencers of 2022
The marketing of influence, although it has been a practice for many years, has been revolutionized since the arrival of the “influencers” or content creators. The pandemic placed a focal point on them, and the industry changed.
Marketing experts have realized that with the passage of time, people believe more in individuals than in brands. Therefore, their strategies had to change according to this growing internet evolution trend.
According to a survey by Influencer Marketing Hub, it is estimated that the majority of brands allocate up to 30 percent of their marketing budget to contract with content creators.
68 percent of these same executives interviewed confirmed that for 2022, they will increase the expense for this promotion method, opening up a segmented audience panorama among young audiences.
And it is this type of celebrity on social media that now has a ranged niche, for example, the microinfluencers have between 10 thousand to 200 thousand followers, (those with less than 10K are considered nano influencers).
The range and the differentiation is broad, but it gives us a vast scope of each brand strategy. Normally, collaborations with brands catapult these influencers and help them to define themselves within their ecosystems.
However, for the relationship to be effective, all brands must determine which type of influencer they should work with, according to their business objectives.
Zimat Consultores is an example of this because it uses tools such as Influencity, Talkwaker and Meltwater to analyze each one of the influencers they work with. In the words of Lorenza Sánchez, Zimat Consultores Director of Promotions and New Business, “It is necessary to use the effective tools to understand the analytics of the influencers we collaborate with. Going beyond the obvious data and knowing how to read their profiles is key to a successful strategy”.
According to data from Influencer Marketing Hub, media engagement for an account between 5K and 20K followers on Instagram is 1.7 percent, meaning that although they are considered to be successful at an engagement of 9 percent, many times this disparity has to do with fake followers or bot accounts giving automated likes.
However, in some cases, only objective analysis can help you make a wise decision because there is no way of being one hundred percent sure of the difference. Only with specialized tools and a team of experts will you be able to establish the pull of creators with whom it is better to work.
Due to that, the “formula” varies greatly, and brands choose to put their personal stamp on each collaboration, confirming why working with microinfluencers will always be a successful strategy, giving them personal brand value and additionally providing financial compensation, exposure on networks that broaden their audience, access to unique experiences, product redemptions and a long-term relationship.
On the other side, this type of collaboration also represents a great opportunity for the microinfluencers who have created organic content that connects with audiences in 2022.
Thereby, with a great analytical process and a solid communication strategy this year, the strategies of influencer marketing can result in millions of social media posts and accordingly result in a reputation and brand and consumer preference.