1. The Meteoric Rise of Influencer Marketing in India
2. A Major limiting belief around influencer marketing
3. 4 Different Categories of Influencers
4. 5 Reasons You Don’t Need Macro/Mega Influencers for Your Brand Promotion
In modern marketing, attracting big-name influencers has attracted countless companies looking to strengthen their brand. However, a paradigm shift is occurring that is challenging conventional wisdom. This article reveals a refreshing perspective: why you don't really need celebrity influencers to promote your brand.
By exploring alternative strategies and highlighting the power of micro-influencers, real connections and targeted engagement, we show how small-scale collaborations can deliver impressive results without breaking the bank. Learn how a focus on quality over quantity can redefine your brand's advertising plan.
India is one of the largest consumer-hub in the world. With 759 million active Internet users and 470.1 million social media users, the country has become a focal point for every brand in the world.
A huge social media user base and awesome results of influencer campaigns are the primary reasons why India is seeing a meteoric rise in the influencer marketing industry. This is precisely why, every business, national or international, is trying to have a pie of this golden opportunity.
But since influencer marketing is still a fairly new concept, there are many myths and limiting beliefs among business owners. In this article, we’re going to burst that one major myth & help you succeed in your influencer marketing. Let’s start!
Small businesses, with tight budgets, often perceive influencer marketing with a limiting belief. They think influencer marketing is for big brands with big money and a vast network. And that unless they hire famous celebrities, their influencer campaign won’t fetch results.
But that’s only a myth. Because in reality, small-scale influencers tend to bring more RoI and create a real brand cult- than celebrity-level influencers.
Before diving into the reasonings behind our core argument, let’s first glance at different categories of influencers. (If you already know this part, you can skip to the next section.)
Also read: Guide to calculate your influencer marketing budget
There are 4 categories of influencers simply categorized by their number of followers.
1. Nano influencers: 1k-10k followers
2. Micro-influencers: 10k-100k followers
3. Macro-influencers: 100k- 1 million followers
4. Mega-influencers: More than 1 million followers
Usually, the people with the greater number of followers tend to be more influential. But this law doesn’t apply boldly in influencer marketing campaigns.
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The demand for micro-influencers is rising dramatically every year. In a 2021 survey report, 90% of marketers revealed that they prefer working with micro-influencers. There are several reasons marketers are preferring to work with micro-influencers over mega ones.
The most common reason companies go for nano or micro-influencers is because they’re cost-effective. Plus, you can hire multiple influencers on the same budget and promote your product to different sets of audiences.
There are two more hidden benefits of hiring low-charging influencers.
1) You can experiment with multiple influencers with slightly different kinds of audiences. You can do A/B testing with your campaigns, and go for different kinds of content formats, without going over budget.
After analyzing your best-performing campaigns, you can repeat and capitalize on the ones that are bringing you the best results.
2) Free sample products. Many brands send their free sample products to influencers. This is more common with nano and micro-influencers. This way brands save on their cash and make their campaigns even more cost-effective.
Micro-influencers win in the content engagement rate as well. They tend to attract a higher percentage of likes and comments with respect to their number of followers.
More engagement and more conversation on the promotional content will give your brand more eyeballs on social media. More eyeballs mean more sales and enhanced brand awareness– ultimately a successful influencer campaign.
Cost-effectiveness plus awesome profitability. Sounds too good to be true, right? But for micro-influencer marketing campaigns, it’s true!
It has been found that the images posted by micro-influencers on social media bring 20% conversions. That’s 7% more than that of macro influencers. You can analyze how this 11% gap can play as a game-changer for any marketing campaign.
This is why, the return on investment (RoI) of micro-influencer campaigns (if done right), can be huge. This is another major reason marketers and companies prefer micro and nano influencers over celebrity influencers.
A larger follower base means a thinner path of approachability. Mega and micro-influencers are usually super busy with their schedules. With multiple brands approaching them, they have jam-packed schedules, and are hard to have a direct, detailed conversation with them.
Micro-influencers on the other hand give full attention to the brands approaching them. They often have a small team or sometimes no team at all. They’re more approachable and available to collaborate and brainstorm the content.
An influencer in its growth stage almost never compromises with the truth and authenticity of their content and the brand they’re promoting. They’re usually more concerned with their image among their audience.
Moreover, micro-influencers connect with their small audience on a personal level. They reply to their audience’s comments, and DMs, build conversations, give shoutouts, and might even mention their audience’s names in their content. This builds a strong bond between the influencer and their followers.
Whereas, mega influencers lose this strong connection with their followers with time. Hence, people trust micro-influencers more than mega-ones.
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Influencer marketing is fastly paving its way toward businesses of every size and every kind. Apart from the beauty and fashion influencers, even serious professionals like doctors and finance are taking influencing as a side career option. So, irrespective of whether you’re selling a medicated skin cream or promoting your fintech app, influencers are the best way to the word-of-mouth marketing.
And more importantly, you don’t even need a big-pocket budget & ultra-famous celebrities to bring the best results out of your influencer campaigns. All you need is the right intention, a consistent approach, and a futuristic vision to make it big in influencer marketing.
Read this blog post to bust the common myth about influencer marketing. Learn how you can bring maximum results from your influencer campaigns without big-fame celebrity influencers.
Team InfluGlue helped to build the content of the site along with several other sites with its SEO driven content. It delivers informative content to different niche of Influencer marketing. That helps the entrepreneurs to coose the right influencer to reach their target audience.
