Micro-influencers vs Celebrity influencers: Whose influence converts more
- September 19, 2019
Instagram, for many people, used to be that social media platform where you go to post pictures with the coolest edits and clamour for likes and comments. However, the last 5-6 years has seen a shift in how Instagram is being used. People we used to see as regular have gone from being so, to deliberately building a brand out of this social network and becoming what we now call, micro-influencers. The focus is on Instagram because there’s not quite any other social network that pushes commercial products like it. Businesses know this and it’s why Instagram has solidified itself as that e-commerce juggernaut that’s way ahead of other social networks in this regard.
These days, quite a lot of people look to celebrities and a number of other not-so-celeb-but-still-popular figures before making final buying decisions. It’s why companies and corporations make judicious use of influencers to propagate the reach of a new or existing product. But as with everything, abuse is always bound to creep in.
A scenario: A new phone device comes into town with amazing, high-end specifications and the next thing, we see a celebrity, known for beauty and makeup, influencing a tech product.
While this might help widen the reach, how many profitable conversions do you think can be made from such advertising? One could argue that, from helping to increase awareness about the product, people can get curious enough to lookup more details on it and hence make a buying decision. But that is not a given. If that same product had been given to someone who, though, might not be as popular as a mainstream celebrity, still commands strong influence within their niche, the product would more than likely have more profitable conversions. These kinds of people are who you call micro-influencers.
Micro-influencers are regular people who, over time, have positioned and solidified themselves to be au courant within a particular field or subject. These guys usually have a defined niche they command strong buying influence on and it’s why they’ll usually do more for a brand looking to make profitable conversions than a celebrity influencer.
Extrapolating from our previous example, imagine if the phone company had contacted someone like MissTechy or NaijaTechGuide to do a tech review on their product, wouldn’t that be more compelling than a one-off
“Hi guys! Have you seen the latest Linux X Max Pro 7B, it’s so amazing guysss, I can’t believe it! Make sure you get yours today!”?
Now, this is not to say that celebrity influencers don’t have the influence, it’s just pointing why it’s important as a brand, to associate with influencers who align with your brand message and can connect the core of your message to a loyal audience.
Brands that have the resources do the smart thing of employing both. One stone, two birds. They get the awareness and reach from celebrity influencers and then a strong buying base from the niche of micro-influencers.
All in all, knowing the right influencer marketing campaign to employ for your advertising needs is what makes all the difference. What are you looking for? Do you want the reach or the sales? Or both?