There\u2019s no doubt we\u2019re in the age of social media, which has become a key channel for brands to communicate with potential customers. However, even though social networks have all the information needed to target communication according to each user\u2019s interests, they can\u2019t escape ad saturation and the \u201cskip ad\u201d button.<\/p>\n\n\n\n
This is where we see the importance and effectiveness of influencer marketing, the power of recommendation. Because in the digital era, consumers are no longer mere recipients: they\u2019re part of brands\u2019 communication, share opinions and get involved in their corporate narrative, which significantly boosts a brand\u2019s reputation and, therefore, the sales of its products or services. But pay attention! Because the ones who really hold the power of recommendation are micro-influencers. Do you know them?<\/p>\n\n\n\n
Micro-influencers are users with no more than 100,000 followers, which allows them to influence a large number of social media users while conveying a sense of closeness. They tend to interact with their followers and frequently reply to their messages and comments, creating something close to a sense of friendship. This gives their communication more weight in their followers\u2019 decisions and makes their content feel more authentic. And we\u2019re not just talking about credibility, but brand loyalty.<\/p>\n\n\n\n
But that\u2019s not all. The value of micro-influencers lies in their targeting power: unlike a big influencer or celebrity<\/em>, micro profiles are closer to their followers, sharing their interests, family situation, age range and often even location. This is what ensures brands that their influencer marketing campaigns are properly targeted to their real audience, avoiding wasted effort and investment on users who are far from becoming potential customers.<\/p>\n\n\n\n So let\u2019s consider this: with our favorite macro-influencer we\u2019ll reach many more users than with a micro-influencer, but what kind of users? How worthwhile is it to reach the followers of Ibai Llanos or Dulceida? How much investment do you need, and how many of them are your potential customers? And bear in mind that a story doesn\u2019t reach 100% of their followers\u2026 In other words, if you have a baby products brand or you\u2019re promoting a postpartum anti-stretch-mark cosmetic, for example, is every follower of a big influencer a potential customer? Can you imagine how diverse they are? On the other hand, a mom with 60,000 followers who shared her pregnancy, birth and postpartum experience and builds her content around caring for her baby: how many of her followers are like her and interested in her content? Probably most of them. And few teenagers with no potential or interest in buying these products will follow her, right?<\/p>\n\n\n\n Or, for example, if you have a restaurant in Madrid, doesn\u2019t it make more sense to work with several micro-influencers with 20,000 followers who live in Madrid and often share experiences in the city, rather than a macro-influencer whose audience is spread across Spain and much of the world? By targeting your reach, you connect with an audience that can become your end customer, because you know they\u2019re interested in the content your chosen micro-influencer shares. It\u2019s about adding value for the right users and maximizing your reach. Because for what you\u2019d invest in one macro-influencer, you can work with several micro profiles that offer similar or even greater reach, and of higher quality.<\/p>\n\n\n\n Then comes the big question\u2026 How much do these campaigns cost? Are they expensive? Aren\u2019t influencer campaigns only for big brands? Well, this is where we have to tell you you\u2019re completely wrong. Working with micro-influencers is possible, feasible and affordable for any company. <\/p>\n\n\n\n