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Examples of how to use micro influencers effectively
Eazi-Apps Support • 22 December 2017
In the rapidly growing digital industry, it is becoming increasingly difficult for app developers, online business and marketing agencies to create effective digital marketing strategies that engage with a wider consumer base. The use of micro-influencers has proven to be a successful technique thanks to the popularity of social media platforms and media sharing services such as YouTube. If you’re planning to utilise micro influencers as part of your marketing strategy, these examples will give you a good idea of what to strive for.
Banana Republic
The popular international fashion brand, Banana Republic was one of the first companies to see the benefits that micro influencers can offer. By engaging with niche popular figures on platforms such as Instagram, the company was able to generate more buzz around its products and expand its consumer base.
The method, in this case, consisted of Banana Republic providing clothes to popular Instagram stars whose channels focused on fashion. This provided Banana Republic with a foothold in the Instagram community through the medium of a trusted and popular figure.
Daniel Wellington
This Swedish watchmaking company has shown that micro influencing can be one of the strongest aspects of a marketing campaign. Avoiding traditional forms of marketing, Daniel Wellington utilises modern forms of digital advertising such as micro influencing. Also, the company has proven that the choice of micro influencer doesn’t have to be directly related to the market you are operating in.
Their latest campaign saw the promotion of their new range of watches by Instagram stars who operate within the lifestyle and pet market. This shows that, if done correctly, micro influencing can be used to expand your market share as well as increase customer engagement.
Glossier
This young company started up in 2014 but has seen huge levels of growth thanks to a unique and creative approach to digital marketing. Operating within the health and beauty industry, Glossier provides a series of different products. What’s more interesting is their approach to micro-influencing.
Glossier takes more interest in the levels of engagement from their influencer’s followers than the sheer volume of them. It is one thing to seek help from social media stars that boast millions of subscribers but it in the eyes of Glossier it is more important to look at how active the followers are and how they engage with the community.
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