Micro-influencers, the new bet of brands for more effective campaigns?

Currently, brands are far from depending on big celebrities and are choosing to collaborate with content creators with smaller audiences (ranging between one thousand and one hundred thousand followers), but who offer high relevance due to authenticity and closeness to the moment. of creating content.

Unlike influencers with large audiences, micro-influencers generate content perceived as genuinewhich strengthens trust between the brand and the consumer. This authenticity, added to their proximity, makes them the preferred option for niche strategies in which brands seek to retain their customers in the long term.

But these strategies are not only effective in terms of engagement, but have also proven to be an extremely profitable investment for brands that, according to The Influencer Marketing Hub, They offer average investment returns of $5.78 for every dollar invested, which indicates that these types of campaigns are not only affordable, but also have great impact.

In this sense, Ángel Carranza, Director of New Business at Cheil México, points out the following: «We consider that the effectiveness of this type of marketing lies in its ability to connect with the public in an organic way, using authentic and relevant content for the consumer’s interests. “This type of collaboration provides freshness and a sense of closeness that translates into trust and loyalty to the brand.” Therefore, it is not a surprise that it is expected that at the end of 2024 The global influencer advertising market reaches $35.09 billion.

The advantages of specialization

Micro-influencers, in addition to having a small audience, usually focus on specific areas such as fashion, beauty, sports, among others. This specialization allows them to generate high-quality content and a more direct connection with their audiences, who value their authenticity and transparency.

Its relevance in brands’ marketing strategies is due to several key factors: specific scope;direct interaction; trust and credibility; and conversion rate.

According to Impact, 88% of brands already have budgets dedicated to influencer marketing, and 63% are increasing their investment in this area, because they achieve a higher ROI than traditional ads. Likewise, according to Statista, 61% of specialists in marketing They planned to include microinfluencers in their budgets during 2024.

Without a doubt, collaborations between micro-influencers and brands reinforce an emotional connection with the target audience, fostering loyalty and a significant impact on sales strategies.