- 32% of internet users will use an ad blocker in 2017 (eMarketer)
- 90% of consumers trust peer recommendations. Only 33% trust ads (Nielsen)
- 40% of millennials say that their favorite YouTuber understands them better than their friends (Google)
As a result, influencer marketing is already a common practice for 75% of marketers, according to VentureBeat.
If your typical customer belongs to Gen Z (born between the late 1990’s and the mid-2010’s) influencer marketing is an absolute must.
Even Millenials are increasingly wary of classic advertising formats, but Gen Z is allergic to them.
They grew up in a world full of ubiquitous screens and are deaf to the traditional advertising techniques. Worse, the second they understand that your masterly crafted content is an ad, they’re off to another channel.
Gen Z hardly watches TV. They stream their favorite shows and opt for listening to YouTubers and vloggers and prefer reading bloggers they selected according to their own criteria to trusting mainstream sources of information.
This is why the royal way to Gen Z is through influencer marketing and, increasingly, through micro-influencers.
Micro-influencers are on their fast track to dominate the still young influencer marketing sphere. A marketing channel born less than a decade ago out of the need to reach Gen Z where they live, on smart phones and social media feeds.
Influencer marketing started by focusing on targeting the audience of mega and macro-influencers but is increasingly targeting micro-influencers as promotional content from social media stars becomes more and more associated with classic advertisements.
This is actually great news for SMBs as it levels the marketing field. Yes, large brands with massive marketing budgets will pay 6 figures to social media stars to promote their products, but the efficiency of far more affordable micro-influencers opens a whole new wealth of marketing options for SMBs wit a limited marketing budget.
Hyper-targeted marketing through micro-influencers means SMBs can leverage both their highly defined audience and that audience high engagement rate, reported by Makerly to be as much as four times higher than the engagement of mega and macro-influencers.
The secret lies in trusting your chosen micro-influencers to create the content that their audience is most receptive to. As a bonus, that saves SMBs the headaches and costs of having to deal with a creative team.
Another aspect to take into consideration is building strong, long-lasting relationship with at least some of your selected micro-influencers. One familiar branding technique is the use made of athletes or sport car drivers for example. Repeated exposure of the same athletes, sports team or race car team with a specific brand is what is building the brand image.
In influencer marketing, the concept is the same for mega and macro-influencers but is often overlooked with micro-influencers. Yet, a micro-influencer switching brands for the same kind of products all the time will detract from the credibility his audience will give to the value of your product.
So, unless you are planning a flash campaign for a specific product at a definite time and need a sudden burst of exposure, it pays to invest in strong relationship with a limited number of influencers.
Sign Up with Bartr Brand now to find the best-suited micro-influencer for your business