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Micro-Influencers: The Power of Trust

What makes an ad compelling? What can brands do to build trust? Is there a way to do both? Kinetic Social says yes to all!

With many consumers relying on word of mouth marketing, the new term “influencer” comes from what’s perhaps the oldest form of brand advocacy. There’s no advertisement like the endorsement of a trusted friend.

An influencer is someone with sway on social. With original user-generated content and smooth feeds on Instagram, Facebook, Twitter and Youtube, they know what’s hot, what’s cool, and what’s right for you. They are often knowledgeable about a particular topic with an actively engaged fan base, numbering between a few thousand and one million followers.

These micro-influencers provide the authenticity that celebrities lack: 65% of consumers rate “a person like yourself” as a credible or extremely credible spokesperson for a brand in eMarketer, and influencers tap specific audiences based on their own interests—branded or otherwise.

The numbers speak for themselves: Trendera reports that 40% of US internet users aged 13-20 are more interested in a brand partnered with an internet influencer.

Harnessing the power of person-to-person influence has taken shape in the social space with these influencers. They’ve become so deeply entrenched in pop culture that they’ve begun to shape it, with huge implications for their wide audiences–and de facto consumers. Over years of carefully curated content, this cultivates that priceless commodity that often eludes traditional advertisers: trust.

Influencers don’t just build trust with their audiences, they build it with brands. They tie a human face, and an ongoing relationship, to a brand.

Then there are micro-influencers. Unlike the big names of the macro-influencer sphere, micro-influencers aren’t necessarily celebrities. More often than not, they’re regular people with growing but devoted fan bases specific to what they love most. Because these content producers recognize their user’s interests, this enables native brand experiences for consumers already highly engaged on social platforms with people they look up to. Tastemakers feel directed for higher-quality engagement, and more importantly, authentic.

Brands continue the relationship with influencers at fun national events. Events make the cycle gets even more interesting, because influencers start influencing…well, each other. They foster positive friendships, bonding over the brands at parties.

The missing piece of the influencer marketing equation has always been measurement. It’s great to see #HASHOFF take a clear leadership position solving this issue with Amplified, helping brands prove the impact and real ROI of influencer marketing.
– Blaise D’Sylva – VP Media, Dr. Pepper Snapple Group, #HASHOFF client

Companies like #HASHOFF are harnessing the influencer space data on Facebook, Instagram, Snapchat, Twitter, and YouTube using existing social media demo targeting, Custom Audiences, lookalikes, and interest target technology to source influencers. With #HASHOFF’s influencer info, their strategic partnership with Kinetic can run social ads across social channels. From there, we reach the right audiences within aligned categories, building out campaigns with our proprietary platform.

In terms of social platforms, Instagram has proven to be the top social media platform for Influencer Marketing. The just-launched #HASHOFF whitepaper shows that while many influencers use a variety of social sites, Instagram is far and away the preference.

Price rates vary depending on the popularity of the influencer and its relationship to the brand, with product usage and partnership duration carefully determined in negotiation. Many of the demo targets are very small, because directed initiatives are more persuasive than wide pools. Once activated through awareness, consideration, and conversion, information is shared effectively.

The majority of repurposed content is on branded channels and sites, as well as usage in paid social campaigns. With 63% of marketers reportedly increasing their Influencer Marketing budgets this year, the power of influence continues to grow. #HASHOFF’s micro-influencer team has projected that the majority of micro-influencers saw expanded social presence, all the way up to 100% over the past year.

 

Still interested? Let’s talk.