Micro-Influencers to Soar in 2019, Forecasts Augusto Beato

Portland SEO's Augusto Beato expects more well-known brands to turn to micro-influencers in 2019 to provide a more personalized touch in reaching out to a niche audience.

According to a study by Markerly, micro-influencers, or those with 10,000 to 100,000 followers, will often have higher engagement rates and more relevant reach over influencers with much larger audience sizes.

This is probably because they are not seen by their followers as out-of-reach stars or celebrities, but as relatable and approachable people.

"Micro-influencers will continue to propel monetized results to influencer marketing, albeit at a smaller scale," said Beato, who is the CEO of Portland SEO. "Brands will figure out when they need to reach more people or to focus on a niche audience using micro-influencers."

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A key factor that can make the transition from consumer awareness to consideration of actually taking action is credibility.

Collectively, micro-influencers who are perceived as trustworthy can provide a person-to-person interaction where size does not matter, and influence is no longer exclusively relegated to celebrities or influencers with hundreds of thousands of followers.

Modern consumers crave authenticity and are savvy enough to know when an endorsement is simply a marketing gimmick, which is usually the case when celebrities are the endorsers.

When finding the right micro-influencer to work with, brands need to understand that they'll be getting access to a niche audience. So, the first step is to make sure that the brand is closely aligned to that audience's passions and interests. That way, followers will pay attention to what the influencer has to say about the service or product. Because the relationship with their followers is much more personal, posts about the brand or product should not be perceived as being sales oriented but seen as sharing what they know.

Many people often see that followers ask influencers what they'd recommend for a purchase they're about to make, or where they bought a product, they're showing on social media. This can be a powerful two-way conversation in which brands can be inserted and recommended genuinely.