28th April 2017
Jennifer Wakeling from Atomic, the Consumer & Tech division of Grayling, takes a look at the growth of 'micro-influencers', why they exist and the key considerations for a micro-influencer campaign.
Influencer campaigns are on the rise, according to a survey by eMarketer, 84% of marketers said they would launch at least one influencer campaign within the next twelve months. We have implemented a range of influencer campaigns for clients over the past year, including work with mega influencer Ben Brown.
We have found that with influencer campaigns on the rise, brands are expanding their views and targeting ‘micro-influencers’ as good value way to boost campaigns. The definition of micro-influencers is debatable, many have less than 10,000 followers and will usually focus on one particular topic, such as adventure travel, athletics or even London coffee habits. Whereas, larger influencers like Zoella or Joe Wicks, may cover topics across the lifestyle spectrum. The audiences found on micro-influencer channels are interested in specific topics, so if your brand doesn’t match the topic, the value of influencer campaigns is lost. Micro-influencers are all about engagement, we look for a highly motivated audience when selecting who to work with. In these instances, the quality of the followers is much more important that the quantity of followers someone has.
Engagement is more valuable than reach as it shows that people haven’t simply scrolled past, but found the content actively engaging and thought provoking. The audience is therefore more likely to follow through on the call-to-action. Although, with the rise of the micro-influencer it is hard to say how long they will remain ‘micro’ with fees regularly being demanded from influencers with sub-2,000 followers. One thing is certain, smaller influencers don't mean less work. A well crafted and successful campaign requires deep analysis at the planning stage to select the right influencers for a brand followed by an informative brief and close management once content goes live.
15th November 2016
Will Kunkel, Executive Vice President for Creative and Content in Grayling New York, on the final of our #7for17 trends, Live and Uncut‘Timing is everything’ has been a favorite line to many but...Read More
8th November 2016
Danica Ross, Grayling San Francisco US Executive Vice President, on how brands can guide themselves through the ‘the new space race’ – part of our #7for17 trends series.In an era where brands...Read More
3rd November 2016
Russell Patten, Chair of Grayling’s European Public Affairs practice, looks at one of the major political trends as part of our #7for17 series. It’s been a turbulent year in politics, with the...Read More