The Now Gen


CPGs are going micro, and here’s why

Influencers are proving throughout all platforms that they are becoming necessary for brands that want to connect in a more authentic and more profound level with their audiences; this is why just recently released figures show that the value of the industry has more than doubled since 2019, growing from $6.5 billion to $13.8 billion in only three years.

In the following years, marketers are reporting to use almost 20% of their budget for influencer marketing, an ever-increasing number never seen before; this might be related to the fact that during the pandemics, people stay more time at home, connected to their devices, and discovering more content that relates to them. This behavior hasn’t changed; in fact, it’s stronger than ever, only this time, many are turning to micro-influencers rather than the big huge celebrities we see on the internet.

When it comes to marketing and brand managers, micro-influencers are becoming the spotlight on their strategies, but before showing you the many benefits of hiring them in your next campaign, let’s know a bit about them.

  • A micro-influencer has a follower count from 5k to 50k.
  • Their focus of the content is to create a mega loyal, relatable, influential niche audience. 
  • They have the flexibility to manage their content and connect with their followers more directly.
  • They are experts in making creative, unique content that generates higher engagement rates than macro-influencers and celebrities.
  • Their message is peer-to-peer, not peer to an admirer, and this is because a micro-influencer also lives the life of their followers; they try new food, go to new places, work a typical job, and are more transparent.

So how can they be beneficial for your brand?

Consistent communication

Brand loyalty is facing an all-time low for many brands, and one-off campaigns cannot raise numbers alone, so establishing always-on influencer marketing with micro-influencers can help ensure that your brand stays on top of mind. The idea here is to let influencers create constant content that will appear in consumers’ feeds and stories during their moments of need (but without sounding too promo or organic storytelling).

Higher ROI.

Micro-influencers are a low-cost solution for brands and show a higher ROI and reach of business because of the trust they build with their followers. It’s better to hire a couple of micro-influencers that will help connect to loyal audiences and will help deliver the right message for different segmentations, rather than a big celebrity that will mostly speak to everyone but will not create any strong bond.

More Top-of-funnel Traffic and sales.

Micro-influencers are becoming effective partners for any type of business. Their originality and relatability have helped drive top-of-funnel traffic and sales, so having a close relationship with them, sharing your brand story, listening to what they offer, and trusting in their content ideas will only make your revenue grow.

Brand advocacy and audience insights.

As we mentioned before, micro-influencers are skilled to reach users with the same share of values and personal points of view linked to their followers’ passions. Therefore, aligning your goals while leaving a space that will allow the micro-influencer to create a strategy to maximize your results and ask for feedback from their audience will enrich you with real insights for your future campaigns.

How can you find the right Micro-influencer for you?

Brands need to look through their followers on social media and find if there’s a micro-influencer that could be potential. If their content aligns with your brand objectives and it’s interested in sharing their lifestyle with your brand.

Once you find them, appreciate their content, follow them, and engage them through direct messages, they will likely respond quickly and be available for you, even if they are an ongoing campaign.

You can find more insights and strategies that CPGs apply to win the market in 2022 in our latest white paper. You can download it for free here:

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