Microtrends in consumer behaviour. Part 2/6
I continue my series of posts about microtrends in consumer behaviour and startups that have made this idea the basis of their products.
Micro- and nano-influencers
More and more brands are including work with micro and nano influencers in their marketing plans. Micro-influencers typically have from 10,000 to 100,000 followers, and nano-influencers have 1,000 to 10,000 followers.
Why? It's simple: according to some sources, the share of such influencers reaches up to 70% of all social media influencers, their credibility is higher, and the advertising prices are incomparable to those of social celebrities.
Here are some numbers to consider:
92% of consumers trust micro-influencers more than traditional advertising or celebrity endorsements. Source
Nano and micro-influencers are perceived as more authentic and relatable. Source
Micro-influencer campaigns can be 6.7 times more efficient per engagement than larger influencer campaigns. Source
70% of brands work with smaller creators (nano and micro-influencers). Source
As the popularity of such cooperation grows, so does the number of challenges for both brands and influencers. For brands, it is a search for reliable influencers whose content quality and values meet the brand's needs, monitoring the correctness and timeliness of promotional activities. For the creators themselves, it means finding brands that are ready to cooperate, keeping records, and preparing content.
Quite a lot of platforms are already trying to solve these problems - for example, Creator.co, Collabstr, Traackr, which have created platforms for collaborations.
However, I recently saw a fairly new startup that went further than others in terms of collaborations with nano-influencers and proposed to make such influencers out of those who do not position themselves as UGC creators at all.
And this is an interesting trend, because who would you rather believe that a certain restaurant is worth a visit - your classmate or even a small influencer?
Meet Swayze.
Recently founded Polish startup that helps local businesses increase their brand awareness through accounts of local Instagram users.
The model is simple: businesses can offer their clients deals in exchange for promoting their businesses through personal Instagram accounts. Since 2023 this app already has 20K+ users and 50 local business partners.
How you can copy this:
Scale to another local market
Niche to socially responsible campaigns/companies/projects
Add gamification and rate system
Add rewards based on social impact
What do you think about this trend? Share in comments