Can’t Afford Kim Kardashian? Try a Micro-Influencer Instead
She’s not a big-time celebrity like Kim Kardashian, who has millions of Twitter followers. But in the family travel sphere, her name carries a lot of weight.
Julie is a travel micro-influencer: a passionate explorer who posts photos of and commentary on her adventures on social media. She doesn’t necessarily have a massive following, but her everyday approach still speaks to a substantial audience in unique ways.
As a whole, micro-influencers are a growing group of personalities who play an increasingly integral role in the success of modern marketing campaigns.
Consumers are quick to connect with regular people like Julie. If she promotes a favorite travel knapsack or family-friendly destination, her readers and followers are highly likely to explore those same options. Consumers are quick to trust her opinions and follow her advice.
In many cases, micro-influencers have proven to be equally as effective as traditional marketing avenues, while the most popular ones are actually better than typical methods.
The Power of Micro-Influencers
Because of their low price and highly engaged audiences, micro-influencers earn brands a higher ROI for their promotional efforts than oversaturated, conventional methods like keyword optimization.
Their social media followers are apt to like, comment on, and share their posts — which not only circulates brand-related positive cheer throughout relevant audiences, but also expands a brand’s reach to new, untapped audiences.
Partnering with micro-influencers through social media and blog content provides an organic, trusted source of marketing that consumers love to connect with. These partnerships are especially valuable for travel brands.
Traveling provides micro-influencers with a golden opportunity to post real-time photos of the beautiful destinations they visit and the great hotels they stay in. Resorts can hire professional photographers to capture stunning images of their accommodations, but nothing can match the amount of interest an Instagram photo posted on a popular blog can drive.