ChicExecs VP of Public Relations and Digital Media, Kristen Wessel, shares some of the benefits a company can look forward to when using microinfluencers on Forbes blog. Kristen participated as one of 10 experts from the Forbes Communications Council. This invitation-only organization is for senior-level communications and public relations executives.
Businesses around the world have realized how important it is to get their products in front of the right audience. One of the ways they’ve decided to do this is by using influencers who have a massive following. However, influencers can be extremely expensive to work with, and the more followers they have, the less likely it is for your messaging to reach your target niche. Luckily, businesses have begun to realize that working with influencers with smaller but well-targeted audiences can yield a better return on investment.
Kristen explains that when it comes to influencers, it’s better to have a target audience and focus on quality over quantity. Quality influencers who represent your brand in an authentic and meaningful way will show more of a return on investment (ROI) than an influencer that isn’t aligned with the overall brand messaging.
“Followers want to feel that the brand is authentic and finding reputable influencers will help overall credibility,” she said.
Other microinfluencer benefits include:
Authenticity. Finding an influencer who has the same or similar values as your brand is key. It shouldn’t be about size, but rather values, trust, reputation and authenticity.
Unique ROI. Since microinfluencers have fewer overall followers than macro, their audiences are often more engaged, offering a higher engagement rate.
More meaningful results. More followers do not always equate to better engagement and conversions. Relevance and authenticity are far more impactful.
Microtargeting. Microinfluencers can offer a way to identify and reach highly-targeted audiences with customized messaging, specific to their needs.
Targeted, highly-engaged followers. The benefit to your brand is reaching highly-engaged people who may not have responded to your broader campaigns.
Greater loyalty. Microinfluencers have loyal tribes that are small yet mighty.
Improved thought leadership profile. Collaborating with microinfluencers can be extremely powerful for brands because of the association with thought leaders in your industry.
Reliability and trust. These influencers have enough of an audience to persuade their audience on buying decisions, but are also members of our communities that we trust and know.
Maximized Reach To Niche Audiences. Use microinfluencers to promote our events, as the target audience is small, either in social impact or health inequity.
Read Kristen Wessel’s full Forbes blog on the benefits microinfluencers have on your target market.