How Micro-Influencers are Changing Marketing
Joei Chan | May 14, 2019
When it comes to choosing influencers, a lot of brands work on the assumption that bigger is better, and go for people with the biggest numbers.However, as marketing guru Seth Godin notes, marketing on such a large scale can sacrifice what makes you special in the first place. Instead of going big, says Seth, businesses should look for "the smallest viable audience" of fans, and building meaningful and dedicated communities around them. In this post, we’ll look at why social media isn't meant for targeting the masses, why you should speak to people who are in your "tribe", and how you can get better results by partnering with micro-influencers. In his presentation, Godin took a hard look at the true promise of social media in understanding human communities, and how marketers can use it to its full potential. As Godin notes, social media platforms offer an incredibly powerful way to engage with groups of people around their interests, values, and loves - however, the breadth and accessibility of social media, as well as its potential to connect highly specific groups of fans, poses some challenging questions. For example, should businesses tailor their content to niche interests, or try to please everyone? Getting this engagement right, Seth points out, involves a balancing act between appealing to a broader group of people and targeting smaller audiences.
The experience, he says, is a lot like Tinder - you can swipe right on every available profile and hope something sticks, or you can channel your energies on the dates that could lead to a lasting connection. With that in mind, let’s take a closer look at this question - how should marketers leverage social media to build meaningful connections?