Social media influencers like PewDiePie and Shane Dawson
have become the new celebrities for millennials, attracting the attention of
millions of followers and huge brands. In the past few years, these new celebrities have become trendsetters of
popular culture and have made a significant change in the entertainment
industry.
These influencers are now referred to as macro-influencers.
Among these big-name, social-media celebrities are influencers with much
smaller numbers but a highly engaged audience. These social media influencers
are known as micro-influencers.
Who are micro-influencers?
Many people define micro influencers as social media
personalities that have gained a following of 1,000-100,000 people on one main
platform. But this qualification is subjective to whoever is defining the term.
But for basic understanding, social media influencers with less than one
million followers on any platform can come under the umbrella of
micro-influencers.
But according to the opinion of various conventional and
digital marketers, it is not the number of followers on social media which
makes these micro-influencers influential. In fact, it is the level of
engagement they have with their audience that allows these influencers to have such
influence over them. Usually micro-influencers have specific niche audiences
and have a deep connection with them.
Some examples of these micro influencers include Kyra Keli,
who is a model and has a following of 84.8 thousand on Instagram. Her audience
includes people who have an interest in fashion. Her engagement with her
audience has given her the chance to curate her own store on WhatsMode,
where she sells apparel, accessories, workout wear, and cosmetics.
Trish Lindo is another micro-influencer who has a small
following of 4.5 thousand on Instagram, but her deep engagement with the
audience who follows her for her lifestyle and fashion based content has given
her the opportunity to have a daily conversation with them about what she is
wearing. Because her followers love her style, and consistently want to know
what she is wearing she has been able to open her store on WhatsMode, selling
her favorite jewelry, dresses, handbags, and daily wear.
Basically, micro-influencers are advocates of their own
brands who have a deeply engaged audience. And while they don’t boast a Kylie Jenner
level influence, they have a meaningful connection with an audience who trusts
their opinion and hence buy their products on WhatsMode
to show their support for them.
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