The Rise of the Micro Influencers


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If you cannot see this video, have a look at the following link: It’s really good.

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“This is a presentation we gave about micro-influence at Top Drawer in London in 2017. We wanted to share it with you but couldn’t afford the venue costs for a talk so… here it is. The speech we gave is at the top or bottom of each slide. We hope you enjoy it and if you have any questions, please drop us a line and we’ll be happy to talk it through.”

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“Today we’re talking about influencers, specifically micro-influencers. So, predictably, for a company full of gay men, we’re starting with our favourite subject; Jesus and religion.”

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12 “Long before YouTuber Jim Chapman existed, Jesus was spreading the word of God to his 12 super-dedicated followers.”

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“Those 13 people together eventually reached 2.2 billion people collectively.”

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JESUS WAS THE ORIGINAL MICRO INFLUENCER. “This slide was actually presented to a group of strangers. Jesus and his 12 followers eventually reached and continue to reach billions. That is some major micro-influence in action.“

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#JESUS “Look at how contemporary we made this presentation. It has a fucking hashtag.“

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“Rosa Parks shouldn’t be used to re-enforce a PR concept – we know that - but she did create world shifting change by speaking with authenticity to a small bus load of people. It is another example of how the world of micro-influence has always existed and has always been powerful.”

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“Today, Zoella has 11.5m+ Subscribers. The equivalent to the monthly print and digital readers of Vogue, Elle, Marie Claire and Red – COMBINED. Influencers with this scale are modern day media houses. BUT… Zoella was also a micro-influencer. In 2009, she too only had 1,000 followers.

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“Here’s an example of a micro-influencer on the way up right now (unless you are reading this in 2018): she inspires readers to lead a fit and healthy lifestyle, started a little over a year ago. Hannah is doing all the right things - RT’ing all the right people and sharing personal stories and photos providing a real insight to her life. ” “This perfect example of a micro-influencer today is just one example of the growing trend to go small to make big.”

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In short, micro was and is massive. If you can read this, you don’t need glasses.

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A study by Vanity Fair way back in 2014 showed that young people aged 13-18 preferred YouTubers over any of the top named celebrities. A separate more recent study from the Uni of California also found that celebrities are being slowly displaced by YouTube stars. We believe that at the moment, those YouTubers we know so well are now being displaced by micro-influencers in the hearts and minds of young people the world over.”

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“In a study of over 500,000 Instagram accounts worldwide by Takumi, the engagement sweet spot was identified (above). This has implications for brands, it means they don’t have to spend shed loads of money to get loads of quality and authentic recognition and engagement.” “Why do we think Micro-influence is the way forward? There are a couple of reasons. Firstly, it’s all about engagement.”

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“Also, when you engage with the right people first, the dedicated vocal few, brands create a more authentic online dialog about its story. Getting fans onboard early creates an army of advocates. Piss those superfans off or circumvent them and you could end up with a very vocal minority on your feed, blasting you constantly."

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If you cannot see this video, have a look at the following link: It’s really good.

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“The rise of micro-influence is simply an extension of our desire to engage in a more honest authentic brand conversation. People are aware of brand deals, talent partnerships and PR campaigns and whilst they don’t mind them, they don’t want to be mislead." “In our opinion, the reason micro-influence is so important is the move from the experience economy into the authentic economy.”

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How tiny is a micro-influencer? “So that’s why micro influence is important, now we’re going to look what makes a micro-influencer, what do they care about and how brands should work with them”

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“Anyone with a genuine passion can build up a following in their area of expertise. In our opinion, a micro-influencer has between 1k-30k followers and has an average engagement rate of 3.3%+”

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Statistically speaking, an influencer is likely to be: Female, 18 – 29 and posting from an urban area. Good accounts are focused on one topic, the most popular are: food, fashion or fitness. But influencers can come in all shapes and sizes and can be posting about any topic, as long as they are doing so with passion and commitment.

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“This is a a sponsored post but you wouldn't’t know it straight away. @TheLondonFoxx is very good at making sure her #ads match her normal content and the brands that she works with are great because they trust her to deliver their marketing message with her own spin, designed to appeal to her specific audience.” “A traditional billboard ad encouraging you to rub black charcoal on your teeth might not achieve the same impact as an individual that has tried and tested the product and opted to share it with their readers. It’s bloody black, you need to see the before and after which is quite hard to capture on a billboard without looking a bit… gross?”

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“On the surface, an influencer lives for their faves, follows and retweets and they obsess over details, metrics and strategy as much as any good business owner. They’ve built their following one-like-at-a-time by sharing an informed opinion and opening up their real lives, contrasting the feed of a celebrity that offers a glimpse into a world of unattainable glamour. Micro influencers share content that is inspiring, useful and relatable to their followers IRL.”

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“But it goes much deeper than that. Like East 17 Deep. It might not be today or tomorrow but in the future some of these folks will be the mega influencers – the ones writing a book or presenting their own shows – and their tipping point isn’t far off. Some of the micro-influencers you can engage with are dedicated, passionate, obsessive fans and they will be huge, so get in now.”

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“First thing we have to do is change the way we think about them. They sit outside of the current marketing mix of a lot of brands. It isn’t advertising, advertorial or editorial.”

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“In our view, micro-influence should be viewed within the realms of TV product placement. Brands pay but lose a lot of editorial control, if not all of it. And BTW that is a really REALLY good thing.

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FREE THE IDEA “Micro-influencers can give brands the opportunity to test new creative work. It’s hard to take major risks above the line but you can test the water with a group of committed, interesting, artistic bloggers and influencers.”

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“Which bring us to: how do you pay an influencer?”

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“If you have a shit hot offering, it’s possible to engage with the very top influencers by gifting them with your product. Unless previously agreed, there is no guarantee - but the results can be impressive. The Saccone-Jolys (1.7m Subs) were invited to attend LaplandUK and within a week their 15 minute video had 330k + views.”

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“Or you can pay with cold hard cash – a micro-influencer campaign can start in the low hundreds or thousands for a campaign with the reach matching that of a major influencer, for whom a campaign will start from around £20k” “The most important thing for brands and micro-influencers and PR’s alike is that whatever deal you do, transparency must exist. If people try and sneak coverage or endorsement without sign-posting, the authentic economy falls down and all parties lose out.”

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“A point worth repeating. When paying it’s imperative that posts are signposted as paid for with #Ad or #Spon and the rules of the CAP CODE are obeyed.”

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“How do you find the right influencer? There are tools you can use and there are agencies that can be bought, but we would advise that any brand starts simply: search for relevant tags for your brand, business, product or service and filter from there.”

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“When briefing an influencer it’s imperative to keep it open so the influencer has the space to input their own creativity. The post on the left achieved an engagement rate of 5%, in line with this influencer’s regular posts. The French influencer on the right that usually achieves at least 2.7% earnt 1.04% for this overly branded post. In short, people aren’t idiots!”

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“Which wraps up nicely what a brief should look like: keep it basic. Remember, the closer your content is to an influencers regular output the more likely their audience are to enjoy it and engage with it.”

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It’s the wild west if we don’t play by the rules But don’t pay straight away If it doesn’t interest you, it won’t interest them, it won’t interest their audience Personalise it, be authentic It’s a relationship, not a one night stand. Weave people in Understand that without micro-influencers, your future consumers will not exist

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”We wanted to leave you with a final thought. In 1969 Marsha P. Johnson, was an African-American street queen. She was one of New York’s best known drag queens and one of the first to fight back in clashes with police during the Stonewall riots. During the second day of the riots she climbed a lamppost and dropped a heavy bag onto a police car, shattering the windshield. Reverberations from that incident have been felt for decades throughout law, culture and society across the western world. LGBT relationships are still illegal in 74 countries – punishable by death in 12 - but The Stonewall Riots are widely considered the single most important event leading to the modern fight for LGBT rights.   Our message is this, do not underestimate what an individual with a passionate, localised following can achieve. Micro-influence might just change the world again. We hope so”

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LET’S TALK Co-founders Gary Wheeldon & Steve Strickland | U.S CEO Laura Hall Talker Tailor Trouble Maker Unit A7, 8-9 Hoxton Square, N1 6NU 0203 858 0022

Summary: Talker Tailor Trouble Marker explains the importance and impact social media influencers can have on a business and it provides the ultimate guide to finding, briefing and remunerating the tastemakers of tomorrow.