Aldo Agostinelli

As we all know, Influencer Marketing is key for the success of a brand. Marketers of every sector are having to adapt alongside the evolution of this phenomenon, and prepare for their next moves in marketing strategy.

Recent studies by Bloglovin reveal that the 32% of the marketers using influencers consider them as essential to their strategy, and 41% of them owe more of their success to influencer campaigns than to traditional advertising. Following this trend, 63% of marketers who already invest in digital say they are deliberating over increasing the dedicated budget for influencer campaigns this year. This blossoming interest is a useful indicator of the success of their efforts and campaigns, and is reflected in a growing number of vendors who aim to connect both brands and influencers. Read it in Italian.

Additionally, another interesting report from IZEA confirms how, as of late, marketers are making bigger investments in influencer marketing than ever before. 1 in 5 brands and marketers estimate their influencer marketing budget is in excess of 1$ million, and half of influencer budgets are estimated to be under $500,000.

However, in such a convoluted and vast commercial landscape, there are many things to consider. Despite its success, Warc proposes that influencer marketing should be rethought in a new way. Big name influencers are probably not suitable for everyone, and brands should be thinking about concentrating more effort towards micro-influencers who, due to their smaller social following, actually offer greater engagement, and could have a major impact on attitude and behaviour of consumers.

Fortunately, marketers are starting to understand this idea and are moving towards micro-influencer marketing to gain better results for their brands; the concept is the same but on a reduced scale. The real difference lies within the number of followers; usually not more than 10,000, but a very active and highly responsive audience.

Aside from the aforementioned reasons, why could choosing the micro-influencer be the right way? The answer is simple: they have very high engagement and are considered more trustworthy by the brand’s, and their own, audiences.

The major bonus behind this idea is that it’s also financially sound! Micro-influencers have a minor cost in contrast to bigger influencers, so with the same investment, brands can have more content to share, as well as that content being more impactful, leading to higher sales.

To understand this better, there is an interesting case of macro- and micro-influencer marketing campaign that is represented by all-natural and vegan cosmetics and skincare lines: here are the amazing results.

So can marketers now confidently assert…LESS IS MORE in influencer marketing?

Have you already engaged with micro-influencers for your campaigns? Have you had good results? Tell me about it @agostinellialdo.

If you liked this post, you should read “Why micro-influencers should be part of your influencer programme


Aldo Agostinelli