Ad blocking is on the rise, from 15.7% of US internet users in 2014 to 26.3% in 2016. Even those who don’t use ad blockers seem to have developed advert-blindness, automatically ignoring them where possible.
Internet users are prone to skipping past social media ads, but TIME reports an exception to this rule: sponsored videos from influencers.
Engaging influencers is hardly a new practice, but the rules of the game are changing. When influencer marketing was new, enlisting celebrities was seen as a good way to reach millions of followers in a less interruptive way than traditional ads.
While initial analysis of impressions and reach would imply these campaigns had been successful, the numbers on the business side were less impressive.
This is illustrated by a story involving a brand who paid Kim Kardashian to tweet about it. Her 15 million followers drove 1,200 website visits, which in turn became 30 orders averaging $30 each. Reports suggest the likes of Kardashian earn up to $230,000 per social media post. It’s easy to see the problem here.
The growth of the micro-influencer
Digiday has reported that micro-influencers on Instagram with fewer than 1,000 followers earn an engagement rate of 8%. For those with 1,000 to 10,000 followers, that drops to 4%.
For those with 10,000 to 100,000, engagement happens 2.4% of the time. And for anyone with over a million followers, engagement falls to just 1.7%. These decreasing rates also apply to likes, comments and hold true for sponsored posts too.
So the audience for a micro-influencer is obviously smaller, but the engagement rates are much higher.
It makes sense to work with a group of micro-influencers to further your reach, rather than one influencer who has an army of followers. This may take more time, but it will be worth it when the results come in. They can be more valuable in a number of ways.
Increasing influencer engagement
These micro-influencers have more engaged followers for a reason. They tend to have a narrower focus or a more niche interest. Most people are only known for, and knowledgeable in, one thing.
They are often individuals who work in their area of expertise. Alternatively, they are truly knowledgeable, passionate and authentic and are seen as a trusted source when it comes to recommendations.
The audience is following primarily for insights and insider knowledge in that one area of expertise. This relevance leads to more engagement.