Trend 2022 re-confirms that Micro-Influencers in India will continue to rise, reaching brand favourites

Marketing trends tend to change, every time it's we who need to be updated and understand the people and apply the trend. But unfortunately, that is what big brands always manage to catch up with first and many small brands miss out on.?

Influencer marketing has become a mainstream marketing tool for more than 8 years, 65% of brands and marketers are currently including influencer marketing in some way to reach their audiences digitally.?

Contemporarily in Influencer marketing, brands focus on tapping the power of micro-influencers with a more specified niche of audiences. Though there is no defined rule, people with followers from 5000 to 1lakh are generally referred to as Micro-influencers.??

Micro-Influencers promote products/services that align with their expertise or interest. For example, think of a food blogger explaining his experience in a new restaurant in the town or a travel vlogger visiting a new resort.?

This exponential growth in social media use has spawned influencer-led groups centered on shared ideas, passions, and creativity. With more than 1.3 billion people, realising these communities' reach, engagement, and conversion potential are incredibly tempting for marketers in the new world.

Brands make the mistake of equating popularity with Influence.

Many brands see large follower counts and believe it will enable them to achieve their objectives, but there are a few downsides to consider despite the broad reach. Firstly, the engagement rate of prominent and celerity influencers is usually low, whereas micro-influencers have a comparatively better rate.?

Cost: Plays a significant role in marketing. The price of promotion by an Influencer rise as the count of followers increases, but people reacting to the advertisement may be the same, which results in poor ROI.?

Authenticity: The primary element in using the Influencer is that they will increase the trust for the brand among the followers (i.e.). Trustworthiness. As the followers increase, more brands tend to promote their products using them. The more sponsored material an influencer produces, the more their followers will doubt their authenticity and question whether they are only after the money.

People are so exhausted from repeated advertisements and celebrity endorsements, this is precisely where Micro-Influencers have the sweet spot. They are more relatable, like friends and family kind of following. They have a small community and followers, yet they have more connectable, so when tapped by the right brands of their niche, people actually enjoy it!

Small and focused can be really effective.

First, we are a country with 1.3 billion people, categories born out of unique and specialisation skills like fitness, cooking, travel, moto vlogs, and many more opportunities to be explored.?

They provide marketing solutions for a fraction of celebrity influencers' expense, not to mention the relative ease of access. Furthermore, micro-influencers are more likely to collaborate with smaller businesses rather than focusing just on larger firms.

To convey, regardless of the product, a clear plan to target the correct audience through a micro-influencer network may give massive captive and relevant audiences and advantages.

Micro-influencer-led marketing has prominent potential and has gained prominence in India with the popularity of the new content-sharing digital platforms. Progressive marketing strategists are already working to leverage these networks to enable a competitive edge for their brands. As businesses transit to the digital, it is the right time for brands to find their heroes, engage with the micro-influencer, and rise to new heights!