In the era of social intelligence, it would be easy to claim that the latest trend is to have a celebrity by your side to promote your brand. Yet there is nothing. Seeking the approval and recommendation of an influential person has always been long before social media strategies. And, while brands have always been in this search, there have also always been influencers ready to monetize their influence, at a high price... Some of them are also known today to charge a publication on their own social networks US$50,000. It is clear that despite the high visibility of this post, the publication will have an extremely low engagement. Indeed, experience shows that sometimes, star influencers can be more powerful than a brand, which serves them, ultimately, to contribute to their personal overexposure and to value their audience rather than to support it and impact audiences. in their purchasing decision.
For example, k Pop star Park Chan-yeol attending the Tommy Hilfiger fashion show during London FW SS18. One of his followers will have retained the celebrity more than the brand itself.
It is therefore a completely different novelty that we identify in the implementation of influence strategies. Thanks to the explosion of social networks, the role of influencer has been democratized and by this same means, has become accessible to all. In return, this ease of access to the digital ecosystem has also enabled brands to identify influential players and engage with them and their community through the use of insights from social media monitoring.
Micro-influencers bring authentic engagement and better ROI
It is no longer useful today to cling to big names to spread your message on social networks. On the other hand, you can allocate your large budget that you wanted to invest in a single post to multiple accounts of smaller influencers, but with a substantial number of followers.
According to a study by Dr. Jonah Berger, author of “contagious: why things catch on”, 82% of consumers are highly in favor of following the recommendation of a micro influencer. A smaller name is seen as more authentic, trustworthy, and more likely to talk about products they actually use. We also see that these social accounts have a much higher engagement, whereas a Kim Kardashian post will be seen by millions of people without generating any real brand engagement or return on investment.