Influencer marketing: the effectiveness of attracting macro and micro-bloggers
Every year, social networks are taking more and more of a place in people’s lives. They dictate their trends, influence public opinion, and set a certain mood for this or that event. The role of bloggers in society is also increasing, thanks to which Influencer marketing as a tool for promotion with the help of opinion leaders is actively developing.
According to surveys, 71% of social network users trust the recommendations of influencers, so influencer marketing has a high ROI. This market last year was estimated at 16.4 billion dollars, which is almost 19% higher than in 2021. In 2023, experts predict that the segment will grow by 53%. Therefore, companies now need to understand what is influencer marketing and engage bloggers to promote their products and services on social networks.
According to the number of subscribers, bloggers are divided into micro and macro-influencers. While for the former, the presence in social networks is more of a hobby and is not a significant source of income, the latter occupies a significant position in the Internet space. Influencer marketing with micro-bloggers brings excellent results, even though they do not have a multi-million audience. This promotion option will be effective for a small company that focuses on a fairly narrow target audience and wants to increase awareness of its brand or product. Another advantage of attracting such bloggers is the low price of advertising, which will save budgets and draw attention to the business.
Influencer marketing has a number of advantages, but here it is important to initially understand what effect you need to get. Based on clearly defined goals, bloggers are chosen for cooperation – with a number of subscribers in a thousand people or a million.
Cooperation with macro-bloggers allows you to form a proper image of the company, and to broadcast brand values to a wide audience. Such Influencers provide maximum coverage of users, among whom there will definitely be potential clients for the brand. This option provides an opportunity to tell about the company to a diverse audience of users. However, it is important to understand that such promotion through the influence of significant opinion leaders requires large sums of money, which is not always available for small companies.
If the business is just entering the market, then it is better to start with micro-bloggers, whose followers demonstrate greater engagement than those of millennials.
Current trends in influencer marketing can be seen as an increase in interest in bloggers with a small, but unique and extremely loyal audience. While previously companies sought to cooperate with macro-bloggers, now even large brands are attracting small influencers. In this case, a closer relationship is established between the blogger and his audience, and a high level of trust is formed, which has a positive effect on the results of the promotion.
