Will the Christmas campaign be the starring moment of microinfluencers?
Christmas is coming, and you all know what that means, Christmas is also one of those moments of year when marketers burns their brains out for creating good an innovative ideas for their campaigns, the money will be out for the taking, and a good marketing campaign is essential for gaining at least a portion of it.
Influencer marketing has been one of the brand favorite techniques for getting their products out there, they have really been investing a lot of money and resources on this kind of marketing, and it has really been giving a lot of results, people tend to trust in the influencers they follow, so when they recommend a product, their followers buy it, it really quite simple.
However there is a new kind of influencers being born: the microinfluencers, this is, people that have small audiences instead of big ones, you know, people who has 1000 or 5000 followers on Twitter or Instagram instead of a million, brand are starting to target them for their campaigns, and there are several reasons that explain this:
First of all, the influencer market is almost fully occupied, most of the big influencers out there had already sign agreement with big companies, so there is not a lot of space for creating new campaigns.
Another reason is that microinfluencers can actually get better results, this is being said by a lot of marketing specialists, apparently, audiences tend to have a bigger trust in the microinfluencers they follow, because they have a more familiar view on them, they even considered them their friends, this trust can be a powerful tool for marketing.
And even metrics seems to agree with this statement, small influencers have a larger engagement rate than big ones, a small one with 1000 followers can have an engagement of 8%, and those with more than million followers usually have no more than 1.7%, a gigantic difference in terms of percentage.
Small audiences are more receptive to influencers marketing, and they also allow a more complex segmentation and personalization of the messages.
I think it quite safe to say that influencers marketing will have a large growth in the Christmas campaign, in fact, HelloSociety conducted a study that shows the engagement between influencers and their audiences grow during December, you can see that here: https://hellosociety.com/blog/why-in...iday-campaign/.
According to them, during most of the years, influencers have an engagement rate of 3.8% in Instagram, but during last Christmas, that rate increases until 4.3%, and that is because consumers are more predisposed to their messages during December, when everyone is thinking about Christmas gifts and stuff.
HelloSociety also find out that engagement rates have some variations according to the amount of followers that they have, influencers with less than 35000 followers usually have more than 5.3% engagement rate during Christmas, while those with more than 750.000 followers usually have 1.6%, some quite large differences.
Christmas is coming, and im sure we will see some very interesting campaigns, personally, Im very anxious about it, I believe the best of advertising and marketing can be seen during December.
Influencer marketing has been one of the brand favorite techniques for getting their products out there, they have really been investing a lot of money and resources on this kind of marketing, and it has really been giving a lot of results, people tend to trust in the influencers they follow, so when they recommend a product, their followers buy it, it really quite simple.
However there is a new kind of influencers being born: the microinfluencers, this is, people that have small audiences instead of big ones, you know, people who has 1000 or 5000 followers on Twitter or Instagram instead of a million, brand are starting to target them for their campaigns, and there are several reasons that explain this:
First of all, the influencer market is almost fully occupied, most of the big influencers out there had already sign agreement with big companies, so there is not a lot of space for creating new campaigns.
Another reason is that microinfluencers can actually get better results, this is being said by a lot of marketing specialists, apparently, audiences tend to have a bigger trust in the microinfluencers they follow, because they have a more familiar view on them, they even considered them their friends, this trust can be a powerful tool for marketing.
And even metrics seems to agree with this statement, small influencers have a larger engagement rate than big ones, a small one with 1000 followers can have an engagement of 8%, and those with more than million followers usually have no more than 1.7%, a gigantic difference in terms of percentage.
Small audiences are more receptive to influencers marketing, and they also allow a more complex segmentation and personalization of the messages.
I think it quite safe to say that influencers marketing will have a large growth in the Christmas campaign, in fact, HelloSociety conducted a study that shows the engagement between influencers and their audiences grow during December, you can see that here: https://hellosociety.com/blog/why-in...iday-campaign/.
According to them, during most of the years, influencers have an engagement rate of 3.8% in Instagram, but during last Christmas, that rate increases until 4.3%, and that is because consumers are more predisposed to their messages during December, when everyone is thinking about Christmas gifts and stuff.
HelloSociety also find out that engagement rates have some variations according to the amount of followers that they have, influencers with less than 35000 followers usually have more than 5.3% engagement rate during Christmas, while those with more than 750.000 followers usually have 1.6%, some quite large differences.
Christmas is coming, and im sure we will see some very interesting campaigns, personally, Im very anxious about it, I believe the best of advertising and marketing can be seen during December.