Influencer marketing is gaining momentum in the advertising world as it helps brands more effectively generate positive word-of-mouth about their products and services. But when most marketers think about influencers they think about brand advocates—who could be regular consumers—or celebrities. A recent study, however, suggests that “micro influencers,” or minor celebrities such as YouTube stars, that hold a great deal of social media power are the best for garnering high-quality word-of-mouth results.
Micro influencers, the study revealed, hold more meaningful conversations about brands on social media that are more highly visible than an average consumer. After all, micro influencers are experts at leveraging social media to boost their own celebrity status as they had to use social platforms to propel their success.
Indeed, the study revealed that micro influencers hold 22.2 times more conversations per week than the average consumer recommending a brand to other people. As such, micro influencers are a powerful resource to add to any brand’s marketing arsenal.
What’s more, the study which surveyed 6,000 consumers showed that respondents perceived micro influencers as being more influential because they seem more “credible and believable, “more knowledgeable,” and “better at explaining how the product works or could be used” than regular consumers on social media. In addition, 82 percent of respondents said that they were “highly likely to follow a recommendation” if it was made by a micro influencer.
The companies represented in this study explained why, compared to celebrities or consumers, micro influencers were so effective in generating positive brand awareness:
“Micro-influencers are not traditional celebrities, but rather individuals who work in their category or are truly knowledgeable, passionate and authentic and are seen as a trusted source when it comes to recommendations for what to buy.”
As such, it appears that consumers feel that they can trust micro influencers because they are not quite larger-than-life celebrities but, rather, consumers who simply possess an elevated social status due to their success and popularity on social media. This is why they are so important for brands to leverage, because they are the perfect balance between celebrity and average consumer, making them appear all the more trustworthy.