A digital “influencer” is hard to define. Sure, influencers can be celebrities that often post paid ads for certain brands, but they can also be people who have earned fame solely via online platforms. People, heck even dogs, can attract millions of followers due to their unique style or interests and brands can and should take advantage of these influencers and their massive audiences.
Recently, “micro-influencers” have garnered a lot of attention, again, the definition of a micro-influencer is a little murky. A 2016 Digiday article defined a micro-influencer as “an influencer with a following in the 10,000 to 100,000 range.” Micro-influencers tend to have a higher percent like rate than influencers with a million or more followers, making them an attractive draw for brands trying to draw in online audiences.
If we were to take a less mathematical look at micro-influencers, we could say that their authenticity or their more specific audiences are why they’re “gold” for brands. When a micro-influencer advertises a given product, audiences might be more likely to believe that influencer truly stands behind that product over a mega-celebrity who does tons of ads per week. Again, much has been written about why micro-influencers provide a great ROI for companies trying to market their products online. However, the best evidence of micro-influencers’ power actually comes from major influencers.
Influencers are building their own brands online using curated “communities” of micro-influencers to advertise their own products. Because influencers have such massive online audiences, major brands are smart to take a page out of these celebrity playbooks and work with micro-influencers to get the word out about what they’re selling. Let’s take a look at a few influencers who are working with micro-influencers to see what’s working.
We can look to Khloe Kardashian and Emma Grede’s denim line Good American as an example of heavy micro-influencer promotion. This relatively new company already has over 457,000 followers on Instagram. Many of Good American’s posts feature members of the #goodsquad, a community of micro-influencers wearing the company’s various denim offerings. One of the top ten most-viewed Instagram videos in the last 90 days features #goodsquad member @palomija talking about how to perfect your selfie game:
Paloma Elsesser, or @palomija, has over 75,000 followers on Instagram and is known for her unique style and beauty looks. Not only does it benefit Good American to have Elsesser rock their clothing, but @palomija’s Instagram followers are on the rise, which can only benefit the brand.
Yeah, the relationship between Elsesser and Good American is clearly mutually beneficial. Yes, many members of the #goodsquad have more than 100,000 online followers, like Denise Bidot and Chantel Jeffries, however, one could say they do fall into the gray area between micro-influencers and…