What are micro influencers and why are they an important element of promotion?

Social media takes up more space in our everyday lives than they did in the past, which has resulted in the ads being moved online. You may have seen advertisements for shopping sites, online casinos or maybe for Unibet Poker, but there is actually also another form of promotion that happens on social media. Companies and brands have found that micro influencers have a big influence on promoting products on social media. But who are these micro influencers and why are they important elements of advertising?

The term “influencer” has been up in the media lately, so most people probably have an idea of what an influencer is. Facebook Instagrammers are a person with many followers on social media (Facebook, YouTube, Instagram, Snapchat, etc.).), through which a company can buy itself for good publicity or promotion of their products. This sounds like a super good and effective way for a company to achieve a lot of nice publicity. But in fact, marketers have found that when an account reaches a certain size, people think more about the value of the large fan base. The ratio of likes and comments and the number of followers peaks when an account has about a thousand followers. Followers would rather interact with someone to whom they can relate more, rather than a known/public person. These people with fewer followers are therefore worth more to marketers, and they are these bloggers, we call micro influencers here in Denmark.

When a person has more than 100,000 followers, it can cause some doubts about the products they are promoting-When is it sincere content and when is it advertising? So even though micro influencers have far fewer followers, it turns out that the close relationship they have with their little thousand followers has an important impact on the user’s buying decision. You get advertising from someone you trust, as the small following signal a higher credibility. You might compare it to the fact that one of your friends recommended you a new cool product they had bought, and a colleague’s friend’s mother had bought another similarly recommendable product – who would you listen to? Most likely your friend, since it is someone you have a closer contact with.

Micro Influencing with a thousand followers is not necessarily something you can live on, it depends a lot on which audience the individual influencer attracts. A micro influencer with a lot of followers consisting of family, friends and acquaintances with diverse interests, does not have as high a value as a micro influencer with a specific interest. This could be for example in makeup, lifestyle or training. With a single unique interest, advertisers can reach a larger audience, and thus achieve a greater positive reaction to their products.

So there are advertisements everywhere on social media, but some of them are just a little better hidden than others.