With Ad Blockers On The Rise, There Is An Absolute Need For Influencer Marketing!

Influencers, micro-influencers, user-generated content, and micro-content. While you may be reading this now and know exactly what these are, they are terms that had many people, including top marketing executives, scratching their heads as recently as just a year ago. Over the last several years, marketers have been aggressively trying to appeal to, engage with, and market to the Millennial generation, aka the “insta-generation.” Millennials account for 25% of the United States population and are expected to spend $200 billion dollars this year alone.

Did that get your attention? The average person spends 100 minutes on social media every single day. According to emarketer, in 2016 ad blocker users increased from 69.8 million to 86.6 million internet users. These two factors alone have truly created a monumental shift in the marketing space and a demand for us to start thinking digital and social primarily.

The Role of Micro-influencers in Marketing Strategy

This is where the micro-influencer comes in. Don’t let the word “micro” fool you. These micro-influencers are creating a big ripple effect in the social space. Let’s break down the differences between an influencer and a micro-influencer. Some may argue that the term “influencer” is the social media term for celebrity. Influencers are those you have accumulated a massive following in the hundreds of thousands or millions.

Micro-influencers, on the other hand, are entrepreneurs, content creators, thought leaders, and everyday people who have built a loyal and engaged online community with anywhere between 500 and 10,000 followers. Change happens here. It is not just about tapping the influencer with a million followers to share one post on behalf of your brand. Instead, it is aligning your brand with one stellar or several micro-influencers who are proving to have the same – if not better – results.

“Listen and engage. The best influencers become part of your team and have creative ideas. Once you engage, you’ll soon know how they resonate with your mission and can build a long-term partnership. They will be your secret weapon!” Warren Whitlock, Influence Architect, Top 10 Social Media Influencer.

Why? Because micro-influencers are committed to their audience. They are dedicated to their followers. They are passionate about a niche space and know what content speaks to their audience. Furthermore, they know what products or messaging resonates best within their niche communities.

Micro-influencers and User-generated Content to Boost your Brand

When an influencer or micro-influencer is asked to post on behalf of a product, brand, or campaign, that piece of content is called user-generated content (UGC). UGC could be content in the form of a blog, Instagram post, product review, twitter chat, podcast, YouTube video, or live stream. Consumers between the ages of 25-54 create and share 70% of all UGC and turn to social networks for guidance on purchase decision. If you think about it, wouldn’t the changes of you going to see a movie increase if you heard a friends rave reviews?

“As a publicist, I’m always looking for creative ways to obtain media exposure and leverage press opportunities to promote my clients with trending stories and timely campaigns. With the rise of micro-influencer marketing Twitter Stars, Instagrammers, Snapchatters and other digital influencers provide me ways to gain and engage the attention of today’s audiences” – Robyn Stevens, Publicist representing spokespeople & brands

Let’s take a step back and forget about the numbers and statistics for a second. To fully comprehend the power of UGC, it’s important to understand why it works. Let’s use a parenting blog, for example. Parents will follow a blog for many reasons, but typically it’s because they relate and gain value from the blogger in some way. Whether it’s shared experience at being in the throes of child-rearing or a group of blog community members to turn to for advice or support, you are much more likely to follow a recommendation on diapers from a Mommy Blogger than you would from seeing a TV Commercial. The blog and the bloggers community makes it feel more authentic. It feels more like a recommendation from a peer than a celebrity endorsement and is ultimately more relatable.

Appealing to the Millennial Mindset and Tracking the Results

By the end of 2017, this group of people will own much of the world’s buying power. Millennials want a personalized, authentic buying experience. They crave personal attention, and they have also grown up being accustomed to technology. Therefore, it is important to provide them access to your brand in a way that works for them but also aligns with your message. Poor customer service, websites that are not mobile optimized, and negative reviews can completely turn a consumer away from your brand. Is that what you’re really looking for?

The insta-generation also wants to know a company’s or brand’s values. They are more likely to stay loyal to a brand whose values reflect their own. There is a greater sense of social consciousness and social awareness. Sharing similar values as a brand gives millennials a feeling of personal connection that goes far.