influencer marketing

Why I Hate the Term "Micro-Influencers"

You've heard the term "Micro-Influencers," right?

This term is used to describe Influencers who have a smaller number of fans and followers (between 1,000 and 25,000) than Mid-Tier Influencers (between 25,000 and 100,00 fans and followers) and Top-Tier Influencers, who have 100,000 or more fans and followers. 

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There are two reasons why I dislike the term "Micro-Inluencers" (OK, "hate" is probably too strong of a word.)

1. There is nothing "micro" at all about the influence of Micro-Influencers.

In fact, these Influencers -- which often includes customers -- have huge influence over purchase decisions and brand perceptions.

There is nothing more influential than a recommendation from a friend or peer who is an actual user or owner of a product or service, study after study has proven.

People trust recommendations from peers or friends 2X to 3X more than recommendations from paid influencers, i.e. Mid-Tier and Top-Tier Influencers.

2. Reach alone is a very limited way to measure influence.

Categorizing Influencers on the basis of reach alone is dumb.

True influence is the ability to get people to take action, like inciting others to buy the recommended product or service.

Recommendations from friends or peers is what really gets people to buy products or services -- not so much what paid influencers say.

Check out this post from social media marketing guru Jay Baer on why confusing reach with true influence is a mistake:

http://bit.ly/1vopaFq

So what should we call Micro-Influencers?

I don't have a better term to describe Micro-Influencers.

More than anything, I hope the next time you hear or use the term Micro-Infuencers, you consider this perspective.

 

 

[Infographic] Influencers vs Brand Advocates & Why Influencer Outreach is Overrated

Many marketers are investing in Influencer outreach strategies in hopes that a known name can deliver their message to a vast audience. 40,000 Twitter followers may look tempting, but don't overlook your own satisfied customers, your genuine Brand Advocates. While their networks may be smaller, their enthusiasm is greater and their recommendations drive real business. We teamed up with Jay Baer, Founder of Convince & Convert, and created the Infographic below to show what makes Influencers and Brand Advocates different and why Influencer outreach is overrated.

(Click here to enlarge.)