Many people find it puzzling when they find out that luxurious brands are collaborating with these influencers when said influencers have comparatively fewer fans than more famous names such as @xiaxue, @dreachong and @naomineo_. However, if you read deeper into the needs of these brands and understand the value of some of these tinier profiles, you may be able to solve the mystery of why they are very much wanted also by mega-brands.
1. Finding the correct market segments!
A common misconception about marketers is that they tend to look to collaborate with mega-influencers simply because such influencers have more followers. While having more followers promises more impressions, it does not promise brands their desired outreach.
What does this mean? Many mega-influencers in Singapore with more than 300,000 followers actually have a spread of followers from all over the world (some have as many as 66% outside of Singapore). On the other hand, micro-influencers, such as Farisha Ishak, despite having a much smaller fan base of 14,600 followers, has 82.14% of her fans from Singapore. This means that any brand (in this case, Kiehl’s) can be sure that their local campaigns will be relevant to 82.14% of her audience.
2. LESS RISK of COMMERCIALIZATION
High engagement rates
Another important factor that brands are really concerned about is the influencers’ engagement rates as a low engagement rate between influencers and their audience can result in further commercialization of the brand. Listening to fans and engaging in discussions are aspects which bring influencers closer to their followers. Influencer marketing is a two-way street where influencers hope to play a major role in helping followers decide what to buy, how to buy and when to buy something. If not done properly, influencers with low engagement rate risk their portrayal of brands as being unreal and their influencer marketing attempts end up being a mere marketing strategy, no different from any other mode of marketing.
If brands work with micro-influencers, who typically have a much higher engagement rate (Valerie Cheong‘s engagement rate is at 7.90%, more than thrice of the standard industry norm), their product or service is less likely to be perceived as commercialized as many micro-influencers have established a “closer relationship” with their followers. In addition, this means that they are also more likely to be able to convince their followers to purchase the products and/or services they are advertising.
Image (and the sense of authenticity)
The bigger the brand, the more concerned they will be over how influencer marketing impacts their branding. Many brands have started to understand that influencers can be strong ambassadors of certain characteristics. While many followers live vicariously through the eyes of mega-influencers, they are intrigued at the lifestyles and fame that these influencers experience. That does not mean that they believe that whatever these influencers promote is relevant to them.
Many micro-influencers, however, possess a much more authentic personality and therefore, appear more convincing to their followers when they go about their daily lives as they collaborate with brands. An example is when Adidas cleverly made use of an existing sports-woman Valerie Cheong to promote their local campaigns (#adidassg, #adidaswomen). This created genuine content for Adidas as people identify with Valerie and understand why she is chosen to be the face of this sports brand.
3. Consider the INACTIVITY RATE
Brands are now more alerted to the issue of fake/spam followers within the influencers’ accounts. For example, while many influencers’ demographies consist of a high percentage of fake/spam accounts (anything beyond 20% is a red alert), Farisha Ishak‘s only contains 8.87% of such accounts. Brands who intend to pay the high cost of hiring an influencer definitely would not want their money being spent on reaching out to thin air or blocks of walls, would they?
So the next time you hear people speak about the mystery of micro-influencers and their collaborations with mega-brands, don’t be hesitant to give some clues (supported by Popular Chips statistics as above-mentioned) to those who are still bewildered! You’ll definitely sound like an influencer marketing expert now *winks!