We all know that celebrities pull a lot of power.  For as long as we can remember, celebrities have been the go-to brand ambassadors, wooing consumers with their fame, selling brands products with a split second ad appearance and nothing more.

Move over, celebs.  Influencers big and small, non-celebrities alike, are making waves as brand ambassadors in the consumer marketplace.  That’s right, marketers and brands are waking up as consumers respond to the hard facts.

Micro and Celebrity Influencers

Influencer Marketing, Celebrities, and Micro-Influencers

Influencer marketing is the incredible industry partnership between brands and influencers.  The process works like this: brands hire an “influencer” – an individual on social media who has a loyal, dedicated, trusting audience – who has the power to sway consumer buying decision, for an influencer marketing campaign.  The influencer then promotes content on behalf of that brand via their social media platforms, in the form of a product review, video, product mention, image using the product, and more.

Celebrities as Influencers

Celebrities were the original influencers, and as the marking and consumer industry evolved into a digital landscape, everyone adapted.  Stars became influencers, holding high positions in the social media market with an inordinate amount of loyal followers.  They were the first line of go-to brand influencers, hired to promote brand products via social media with smashing success.

Influencers and Micro-Influencers

In more recent time, social media personalities have risen as celebrities in their own right.  Brittany Furlan got her start on Vine, Kate Upton fast-tracked her fame on YouTube, and Alex Lee is considered the “most unintentional Twitter star of all time.”  These influencers and a slew of others started out small and grew over time until they skyrocketed to fame.

Once upon a time, all of the now-famous influencers were micro-influencers.  What’s a micro-influencer?  Micro-influencers are the social media heart of influencer marketing, in a sense.  They are the folks who have a substantial yet manageable following.  Micro-influencers often attract a local audience and become icons in their community.  These qualities are what allow them to have such an influence over their audience.

Micro-Influencers Overtaking Celebrities as the Go-To Influencers

In a recent article, I wrote about the power micro-influencers are gaining in the marketplace.  A national survey released over the past weeks came to the same conclusions.

  • Out of 14 thousand US consumers, 30 percent are more likely to purchase a product endorsed by a non-celebrity blogger than a celebrity.
  • Almost 60 percent of survey respondents have taken a blog review or social media post viewed on a smartphone or tablet into consideration while shopping in-store.
  • Shocking: Only three percent of consumers would consider buying a product in-store if it was endorsed by a celebrity, (but celebrity testimonials were just one of the traditional advertising vehicles to rank low among respondents).
  • Influencers were seen as more impactful compared to an average person based on the following characteristics: more credible and believable (94 percent vs. 83 percent), more knowledgeable (94 percent vs. 84 percent) and better at explaining how the product works or could be used (92 percent vs. 83 percent). [Business Wire]

What This Means for Brand Marketing

Should your brand consider hiring celebrity influencers for your next influencer marketing campaign?  Would a handful of micro-influencers prove more useful than celebrity influencer marketing in achieving your goals?  These are questions only your brand can answer, but the numbers speak for themselves.  The benefits of working with micro-influencers are undeniable:

  • They are more accessible to brands
  • Micro-influencers cost less and are willing to negotiate terms and compensation
  • You have the opportunity to build a long-term relationship with smaller players, who can still become famous influencers down the line
  • Micro-influencers are often more authentic
  • Influencers with smaller audiences have strong connections with their community and can reach their audience quickly and with impact
  • They are responsive and willing to work with brands when celebrities often are not

If you are hoping to launch an influencer marketing campaign in the near future and think that hiring micro-influencers would be the best fit for your campaign, we are here to help. Reach out to us today to run through your campaign goals, and determine if HireInfluence is the best influencer marketing agency to assist in your endeavor.