Author: Pratik Dholakiya / Source: Entrepreneur Influencer marketing is not a new thing; it’s been a useful tool in advertising since the
Influencer marketing is not a new thing; it’s been a useful tool in advertising since the 1700s, when chinaware brands like Wedgewood used royal endorsements. From 1875 to the early 1900s, trading cards were used to sell products, and a picture of a celebrity would often be included in the packaging for collectors. American baseball athletes, meanwhile, were even featured on collectible cards in the “Kodas” cigarette brand in the early 1900s.
Social media, however, has dramatically up-ended the modern influencer game; as a crowd-sourcing tool, it’s changed how quickly brands can make an impression (or millions of them) through online advertising using celebrity influencers.
However, costs and competitive terms have intervened to make it more difficult for businesses to work with celebrity endorsers. And that’s prompted marketers to take a new approach by using “average” people who have built an above-average following on social networks.
Say hello to the new micro-influencers.
There are a number of advantages and benefits to creating micro-influencer campaigns, including the ability to mount promotions that are more frequent (and affordable) than those that work with celebrity influencers. Today, smart marketers are taking a second look at “mommy” or family bloggers, wellness and lifestyle writers, recipe podcasters and video bloggers as potential sources for attentive and affordable new audiences.
Here are three reasons why companies should engage with these micro-influencers.
1. Micro-influencers are more affordable.
There is no questioning the fact that celebrity endorsements have a powerful influence on the purchase decisions of consumers worldwide. From fashion to food to beverage products, brands pay significant advertising rates for product placement in the social feeds of some of the best-known celebrities who impact millions of followers on platforms like Instagram or Twitter.
In 2016, AdWeek published data from D’Marie Analytics, revealing the top six social influencers as Selena Gomez, Rihanna, Beyoncé, Taylor…
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