{"id":40214,"date":"2018-09-19T11:21:22","date_gmt":"2018-09-19T11:21:22","guid":{"rendered":"https:\/\/www.liftingroup.com\/expertise\/why-is-the-strategy-with-micro-influencers-more-effective-on-social-networks"},"modified":"2022-06-30T07:05:08","modified_gmt":"2022-06-30T07:05:08","slug":"why-is-the-strategy-with-micro-influencers-more-effective-on-social-networks","status":"publish","type":"expertise","link":"https:\/\/www.liftingroup.com\/en\/expertisep18518\/","title":{"rendered":"Why is the strategy with micro-influencers more effective on social networks?"},"content":{"rendered":"

Currently, \u00a0Influencer Marketing<\/strong>\u00a0 is one of the most effective techniques to publicise a firm’s goods and services via social networks. It means that you can reach your target and thus boost sales.<\/p>\n

Opting for a strategy with\u00a0micro-influencers <\/strong>is increasingly common. Why? Because these persons connect with their audience more strongly than a macro-influencer can, thanks to their emotional discourse,\u00a0the user feels closer to them than he or she would to a celebrity<\/strong>\u00a0with hundreds of thousand of followers.<\/p>\n

And the fact is that actions with big\u00a0have become less effective<\/strong>. Why is this? The fact that Chiara Ferragni, Lovely Pepa and Dulceida show a product on their networks and it sells out has led to a host of this kind of tie-ins with celebrities that have this profile.<\/p>\n

The result has been that the natural touch and close connection with followers has been lost, as the profiles of these persons on social networks have turned into a continuous advertisement. Followers don’t like it when they are constantly being hassled to buy items and experiences. So, if one sets up a collaboration with a macro-influencer, the ROI may turn out to be much less than expected.<\/p>\n

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WHAT IS A MICRO-INFLUENCER?<\/h2>\n

We are talking about influencers with a community of\u00a0between 5,000 and 100,000 followers on Instagram<\/strong>\u00a0who address niche audiences in fields such as sport, fashion, beauty, travel and nutrition. They stand out because they are so knowledgeable about the topics they talk about on their social profiles.<\/p>\n

Their followers are very loyal and interact constantly with the content and postings and, what is more, the influencers demonstrate that they are\u00a0close to their community by<\/strong>\u00a0always responding to comments or questions. This means they have a close and fluid relationship with their followers, because there are far fewer of them, and this is easy to manage in contrast to macro-influencers.<\/p>\n

Thanks to this connection that they establish with their followers, they have\u00a0more engagement<\/strong>\u00a0and a more palpable influence. Achieving an engagement ratio of\u00a08%<\/strong>\u00a0compared with the top influencers who have over a million followers and hardly manage to engage with 1.7% of them, according to data from a study by Digiday.
\nThus, micro-influencers impact on a smaller number of people, but they do so in more familiar and striking way. Users have more trust in the recommendations of a “flesh and blood” person that they identify with than they do with a person who has thousands of followers and a completely different standard of living.<\/p>\n

Influencers of this kind use social networks especially to display videos. So, Youtube and Instagram, in particular\u00a0Instagram Stories<\/strong>, are their chief tools to disseminate content and reach their community.<\/p>\n

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ADVANTAGES OF SETTING UP MARKETING ACTIONS WITH MICRO-INFLUENCERS<\/h2>\n