Micro-influencers, Maximum engagement

Gosh, it’s been a while since I have had the luxury of time to spare a few minutes on my blog, partly because of moving onto pastures new and also feeling like I want to give more to my readers than just products ‘I love’….

A bit of an update for you all, I left my corporate job for the creativity and freedom of joining a start up, which means I have been travelling and working around the clock.

As usual, I have so much to share on beauty news and products but like I said, I want to give more to my readers and lately I have been receiving a lot of emails from brands I have worked with in the past as well as organisers of beauty summits for my opinion on everything from beauty trends, the industry in general, the market in the UAE and insight into consumer behaviour.

Consumer behaviour is something that really intrigues me and without sounding like an oddball, when I worked for CARMEX, I would go and observe the buying behaviour of Superdrug, Boots, Sainsbury’s, Savers etc customers. I would spend hours of my own time doing this. I would receive all the Nielson data, Mintel reports etc but there’s nothing quite like your own observations.

Moving on, I recall a conversation I had with a fellow blogger in the summer (a pretty big blogger/vlogger who shall remain anonymous as I was never expecting to share this insight) and we were talking about what happens next when you become so big in social media world? She was suffering with depression and feeling overwhelmed with the pressure to keep her followers and brands she was working with happy.

I have worked with and know brands who solely pay for influencer marketing and I also work with and know brands who purely have a relationship with influencers. The brands who pay for influencer marketing categorise influencers into tiers depending on their following/value.

I have an issue with this. This is purely my opinion.

Through my own observation, the instagram accounts with millions of followers appear to have less engagement with their followers. I don’t mean in numbers, the likes and comments are plain to see, I mean actual two-way dialogue engagement. Now, consumers are as savvy as ever, demanding and we’re pretty emotional. We want a piece of you.

Now, this brings me to the term micro-influencer.

A micro-influencer will still have a huge following, probably around 200k but they are not in the millions (these are the instagram superstars), but they are engaging with their followers, replying to every comment. A brilliant example of someone I know who does this is Karen Mclean of Secret Squirrel Food. Karen addresses her followers by name in response to comments and I have watched her following increase by around 200% since I discovered her account a year or so ago.

So, in summary, my advice to brands is not to thing short term by throwing money at social media thinking it will result in an increase in footfall/revenue overnight.

Observe and take your time to identify the right influencers for your brand.

I will be writing more about this topic soon but got to head off as I have a meeting with a wonderful lady who supplies vanilla to the top fragrance houses in France.

Bonne journee!

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