When it comes to influencers, more does not mean better. The so-called micro influencers (those with between 100 and 10,000 followers) can have equal or greater power than the great digital creators. Therefore the automated platform that connects brands with micro influencers, has launched the I Global Study of Micro influencers, in collaboration with adigital and ISDI.
Micro influencers or how less is more
The study was conducted through a survey of more than 1,000 users in Spain. United States, Mexico and Colombia, among other countries. Half of respondents spend more than five hours a day connected to social networks, especially in younger generations who no longer watch television. “We can continue to deceive ourselves and thinking that we are going to reach these people with television spots or realize that the internet is their screen.
“The important thing is engagement: in relative terms, a nano influencer is much more influential than a top influencer,” says El-Qudsi. “But paying a thousand people to develop your product is complex.
A curious fact of this study is that, to more engagement, less audience and also less income. On the other hand, the big influencers, who have less engagement, tend to be able to live on the income generated in social networks. This is because brands tend to look for large numbers even some time they Buy Real Instagram Followers, rather than efficiency. In fact, for the vast majority of micro influencers, their publications on social networks account for only a small percentage of their income, not being able to live on it.
“What is clear is that Instagram is the favorite law, but we can say that Facebook is in decline,” adds El-Quidsi. “And it’s funny that Twitter still has a lot of pull in Spain while in Latin America it’s seen as something from the past”
“37% of micro influencers recommend products on a daily basis, even if they have not paid for it, which is common for them.” But two thirds of these little influencers do not feel recognized for their work. Although almost 46% are not affected by negative comments, affecting older influencers more than younger ones. “I think this is a symptom of maturity, it indicates that there is a maturity of the environment and people know that criticism is normal.” But 88.4% consider that platforms do not regulate hate messages enough.
Being constant, having patience, showing natural way and offering quality content are the tips that these micro influencers dedicate to those who want to influence their profession in the future. By sectors, they believe that Fashion, Travel and Beauty are those that have more projection, while Science and Environment and Motor are those who perceive with less future. But, also, consider that Beauty is the sector where it is more complicated to position, due to the high degree of competition.
On the other hand, 99.2% of influencers really believe in the brands they promote. To return to work with a brand, 37% take into account that they actually use their products, while 30.4% choose them because they are offered fair compensation. But a good part of them also value that the brand aligns with their own values. Being so selective, most influencers make less than ten collaborations a year. Only 20% make more than 20 collaborations per year, which correspond to those with the most audience.