Succeeding as a micro-influencer in 2018
When we speculated about jobs-of- the-future a few years ago, ‘social influencer’ probably wasn’t one of them. Yet influencer marketing is the fastest-growing online method of customer acquisition, with 67% of marketers increasing their budget allocation to influencer marketing this year.
In the influencer space, brand endorsement by celebrities and sporting identities is a long-practised marketing strategy. More recently, brands have used bloggers and content creators who attract and influence followers due to their niche expertise on topics such as fashion, technology, design or lifestyle.
Now we have the era of the micro-influencer. A micro-influencer is a normal, everyday person who has built up a following on social media due to his or her ability to post appealing content. Modelling, fitness and pets are the top three content categories for micro-influencer traffic and Instagram is the primary platform.
The micro influencer market is the biggest growth area of the overall influencer space with specialist micro-influencer agencies representing micro influencers with as few as 1,000 followers.
In our hyper-wired world, influencer marketing is, in part, an anti-technology hack that enables brands to by-pass ad blockers. With the average person spending 2 hours a day on social media, influencer marketing reaches consumers who can’t be reached by other channels. People favour posts from people they choose to follow over ‘sponsored content’, so it's not surprising that branded content is now inserted into the posts of ordinary people.
As a marketer, it has advantages:
- There is the authenticity that is created when your consumers visually conceptualise what your brand means to them, and then share it with their followers.
- ROI can be measured with discount codes that marketer gives to the influencers to use in their posts, or UTM codes.
Marketing challenges include the effort to find right influencers for your brand and the time to review/approve their creative. Agencies can help make this process easier.
With some of the world’s major brands now using micro-influencers, you are in good company.
As a micro influencer you can earn between $75 and $150 per social media post for between 3,000 and 10,000 followers. A larger following gives you the scope to earn beyond this.
So how do you succeed as an influencer?
- Apply for an agency to represent you– here is a list.
- Actively manage the engagement level of your following and compare it to your competitors using Social Blade.
- Treat your social media account and interactions with brands as a business; consistency, quality and authenticity are key. There are some great articles to help.
The nature of work is changing. Within the on-demand sharing economy, the variety of assets that people can monetise is expanding. A social media following is just one of them. Check out the other 110 ways for people to earn extra income at IncomeConnection.
Melinda Livingstone is the founder of IncomeConnection: matching people seeking an income with opportunities to earn an income from the growing on-demand sharing economy. Previously; she has 20 years experience in superannuation, investments and financial planning. She writes and speaks on the on-demand sharing economy and the opportunities it provides.