The Micro-Wave is Heating Up

Today, anyone can be an influencer in their own right. Platforms with 1,000 to 100,000 followers, now known as “micro-influencers”, are proven to have more interaction with their audience, more personalized content, and a specialized niche.

Since their followings consist mostly of peers, Micros are more accessible, more relatable and more likely to be trusted than advertisements.

You can say that micro-influencers are just regular people who have built a strong connection with their follower base by sharing their passions and interests on social media on a regular basis. This is why they have a higher engagement rate with their followers.

In fact, influencers with 1,000 followers generated 85% higher engagement than those having 100,000 followers, and as the number of followers increases the engagement tends to decrease.

Markerly highlighted an 8% like rate from influencers with about 1,000 followers, compared to a mere 1.6% for influencers with millions of followers.

This goes further to show that micro-influencers have a higher conversion rate for product sales. No wonder brands using micro-influencers have great success.

Micro-influencers are the new goldmine, and more brands are using micros to build trust with their customer base, improve engagement, and cost-effectively promote authenticity.

Followers see posts by influencers as authentic and credible; since they are considered experts in their respective niches. Unlike celebrity endorsements where followers see recommended products as mere partnership deals, influencers are capable of marketing products and services to buyers on a more personal and trusted level.

Influencer marketing works by bringing business brands closer to the target market, using a face that they can easily trust and identify with.

The Future of Influencer Marketing in the Beauty Space

Customers are demanding to know more about their products, from the ingredients themselves to their place of origin and quality level. We expect that influencers will play a role in demanding straightforward, detailed labeling practices and clearly defined definitions for “clean beauty” lingo. Brands who continue to obscure their ingredients details and greenwash their merchandise will be called out by both consumers and influencers. Instead, we will see more influencers emphasize products with scientifically proven claims, high-quality ingredients, transparent supply chains, and ethical marketing practices.

More beauty influencers are rising to prominence through their transparency, as well as a willingness to give honest opinions about products and put their marketing claims to the test. If beauty influencers become just an extension of brand messaging, then much of their appeal to consumers is lost. Influencers are also consumers, so they have a personal stake in demanding more from beauty brands.

Written by: Beatriz Durant


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