Micro-Influencing in 2018

Micro-influencers have become an essential marketing tool for many new and already established businesses. These companies harness the power of social media to promote products for a fraction of the cost of traditional advertising. They do this by hiring social media users with large followings to feature products. Companies want to find the influencers that will garner them the most profit and social media stars want to get contracts that will lead to more revenue. So how does this work exactly?

It might help to look at the case study that the now nationally famous brand La Croix represents. As a company, La Croix has been around since the early 1980s. It was a regional sparkling water manufacturer popular in the Midwest even though Americans were not big sparkling water drinkers. Soda was still the sparkling beverage of choice. Then along came social media and La Croix expertly employed micro-influencers to interact with their brand and it quickly become a national phenomenon. There were various aspects of the company that came together to create success, but the ubiquitous advertising of micro-influencers is regarded as a key factor to the company’s overwhelming success.

Now the micro-influencer market has been established and companies use social media executives to sift through the overwhelming amount of options out there. Deciding whose Instagram feed or YouTube videos would best represent their product is a more standardized process. Companies do solicit influencers and hold meet and greets, so if you are interested in this market as a serious option, read these confessions of a social media executive to find out how companies filter marketing ideas. This will prepare you for what is expected in the wide world of micro influencing, set to grow in 2018.