Microinfluencers Rise in Prominence Among Marketing Agencies

You have probably heard about influencers and the fact of the matter is that it is highly likely that you assume that influencers are always going to have millions of followers on their social media accounts. While it is definitely true that there are a number of influencers out there that are in fact advertising to audiences that are that large, those influencers are very expensive as well and not every brand would be able to inform them, not to mention the fact that getting an endorsement from someone that is famous for influencing probably won’t speak to the quality of the product as people usually know when they are being sold something these days.

Hence, there is another type of influencer that is starting to become a lot more prominent. The micro-influencer. These are basically people that have between five thousand to one hundred thousand followers on any given social media platform, and according to a recent Linqia's survey, 77 percent of marketing agencies are showing a great deal of interest in working with influencers that have these numbers rather than going for the big name creators that pretty much everyone else is going for as well.



There are a number of reasons why this is happening. For starters, smaller influencers are generally more authentic, 60 percent respondents say influencer content outperforms branded content, and since they are cheaper you can pay for more of them and hence get a lot more organic interest for the product that you are actually looking into trying to market to people. This can help agencies save a lot of money as well as generate a lot more interest in products and services, and it seems that this coming decade is going to see a lot of growth among smaller influencers which might just end up making becoming an influencer a much more viable career opportunity.

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• Related: The Money Being Spent on Social Media Creators: An Inside Look Sponsored Content Rates

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When asked "Which social media platforms are you planning to use for influencer marketing in 2020?" 97 percent marketers responded that they are planning to use Instagram for influencer marketing campaign, while 79% voted for Facebook, 44% for YouTube and 35% for Twitter.



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