Drugi jezik na kojem je dostupan ovaj članak: Bosnian
By: Daniel Hajden, senior consultant, Dialog Communications
We haven’t entirely chewed over the term influencer and already there is a new one winging its way towards us. Micro Influencers. Who are they and how can they help businesses and brands? Unlike influencers you need to perceive them as classic users. The way they came about, the content mix they use and their relationship with the audience/followers on social media is considerably different from bloggers, YouTubers and the big stars of social media.
A micro influencer can present a product or a service in a unique way; it’s considerably different from content created by a blogger or an influencer with a large following. They will be devoted to your product entirely, present it realistically, with an emphasis on the details and avoid that unwanted promotional feel. Most companies and brands like their product presented with an everyday feel. A micro influencer will create a post based on that type of scenario, the story behind the post. The big stars of social media will attract attention to your product but micro influencer will breathe life into it. A very good example of collaboration between micro influencer and a brand is Dukat’s campaign for SenSia products. Dukat decided to collaborate with Rita Rumor and Marija Niksic who used a very interesting and creative way to achieve interaction between the brand and the consumers. Although both have more than 10k followers on Instagram they are still micro influencers. The campaign was particularly interesting because it didn’t focus on the product itself but something far more important which is the me-time.
As with many other things, the key to micro influencer campaign is simplicity. Although they are present on all social media and platforms, their content comes to the fore on Instagram. Keep this in mind when collaborating with a micro influencer. Your brief has to be concise and simple. Should you get writer’s block you are on a wrong path. Two to three sentences can perfectly well describe what it is you wish to achieve with your brand and how to present it. The rest is easy. Allow the micro influencer to decide the presentation of your brand or service. They know their followers best, their likes and how to best present them. What we’re talking about is a unique content devoid of pretentious messages and copyright. The goal is to present the product in an unimaginable way. Their creativity is what gave them status; they know what they’re doing and most importantly how to attract consumers.