RCS - Imperium Group - Shazir Mucklai of Imperium Group On Influencers

Imperium TechnologyAnnouncement

03/09/2020 08:05

RNS Number : 8753X
  
Imperium Group
  
02 September 2020
  
 

Shazir Mucklai of Imperium Group On The Power of Micro-Influencers
 
Shazir Mucklai says, "What does it take to sell something in today's economy?" With thousands upon thousands of products and services hitting potential customers each day, it can feel absolutely overwhelming to make purchasing choices. People's lives are increasingly busy and hectic, and their attention spans are shorter and shorter as more stuff crowds there are spaces every day. For marketers, it takes more effort than ever to stand out and get people to pay attention to the products and services they offer.
 
Shazir Mucklai continues, "It used to be the case that slick commercials were all a marketer needed to get people obsessed with their product. But in today's environment, it takes more of a human touch than ever for people to believe that a product or service could be right for them. Most customers wonder, "Who can I look to to determine if this product or service is legit?" Human validation of a product or service is at a higher premium than ever."
 
Shazir Mucklai of Imperium Group PR believes People trust people. This statement is simple, but its ramifications are profound if you want someone to buy something you have, one of the best possible things you can do is connect your potential customer to other customers who are already using and benefiting from what you have to offer.
 
Shazir Mucklai says, "The problem is, your star customer may only know five or ten people to talk about your product or service. And given the law of averages, it may take a while to get even a few of those people to become star customers as well."
 
Mucklai says, "Some companies play on people's trust by hiring influencers, or mega-celebrities who have a reach of hundreds of thousands, millions, or even tens of millions of people, and pay them significant fees to promote their product or service for them. After all, if someone's favorite celebrity uses a product, it must be good enough for anyone, right?"
 
There is no doubt that influencer marketing is one of the most powerful ways to build a brand or service. Just think about Michael Jordan's impact on McDonald's in the 1990s,
 
Shazir Mucklai of Imperium Group stated, The problem is, not many of us have access to multimillion-dollar marketing budgets to hire celebrities to help promote our brand.
 
So, what's the best thing we can do if we want to tap into the power of influencer marketing and utilize people's trust in others to our advantage?
 
This is where micro-influencer marketing plays an especially helpful role, however, these people can oftentimes be scammers as well, people who may take money and scam you.
 
A micro-influencer is someone who doesn't have quite the reach or celebrity status as a big-name celebrity on social media, but still has enough cultural impact and enough of an audience who trusts them that they can make a difference in a marketing campaign. It's hard to pinpoint an exact amount of followers to qualify someone as a micro-influencer. Some consider anyone with 50,000 followers or less, micro-influencer, while some put this number at 25,000. Whatever the case, a micro-influencer is someone with several thousand highly engaged followers in your particular niche who has the ability to promote your product or service to their followers and help you gain significant market traction quickly.
 
For example, a micro-influencer with 50,000 highly engaged Instagram followers in the fitness-technology niche might be a perfect fit for a marketing campaign for a few new products your company is releasing. But the cost of hiring them for a campaign or set of campaigns might be a significant fraction of what it might cost to get a big-name celebrity.
 
Additionally, it's important to remember that big-name celebrities may not create as much of a return on investment proportionate to the amount of followers they have as one might think. Sometimes a micro influencer with 20,000 highly-engaged followers in a very particular niche might yield more of a return than a big-name celebrity with 2 million somewhat engaged followers in a broad niche, for example.
 
Several studies have shown that the more followers an account has, the smaller the percentage of engagement that account will generally have on their content in sites like Instagram, for example.
 
In other words, ask yourself: Which would be more beneficial for your marketing campaign, hiring a celebrity with 1 million followers who receives 20,000 likes per post, and paying them six figures for your campaign? Or, hiring a micro influencer with 50,000 followers in a very specific niche, who averages 15,000 likes proposed, and costs significantly less than the major celebrity?
 
Experticity recently studied a group of micro-influencers and discovered a few interesting trends:
 
-     Micro-influencers had 22.2 times more conversations than average consumers when they recommended products.
-     82% of consumers said they were highly likely to follow a recommendation made by a micro-influencer.
 
In other words, micro-influencers have very specific niches of followers that create high engagement conversations around the products or services they're representing.
 
If you want to pack a heavy marketing punch without breaking your budget, influencer marketing, specifically micro-influencer marketing, is definitely the train to ride.

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