Nā Micro-influencers: No ke aha i mea nui ai ka mahele influencer

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  Quantumrun Foresight
• 'Okakopa 17, 2023

Hōʻuluʻulu manaʻo

Ua ulu aʻe ke kālepa Influencer i kahi ʻoihana $16.4 biliona e like me 2022, me ka hoʻonui ʻana i ka manaʻo i nā micro-influencers - ka poʻe ma waena o 1,000 a me 4,999 mau mea hahai. Wahi a Harvard Media, hoʻokiʻekiʻe nā micro-influencers i ka 5% ka nui o ke komo ʻana, ma mua o nā pae influencer ʻē aʻe. ʻO kā lākou helu haʻahaʻa haʻahaʻa e unuhi pinepine ʻia i loko o kahi anaina ʻoi aku ka hilinaʻi, e hana maikaʻi loa iā lākou no ka hui like ʻana. ʻOiai ke kānalua mua ma muli o ko lākou liʻiliʻi liʻiliʻi, hōʻike ka ʻikepili i nā micro-influencers a hiki i ka 60% kiʻekiʻe aʻe a me 20% kiʻekiʻe o ka hoʻololi ʻana ma mua o ko lākou mau macro. 

pōʻaiapili micro-influencer

Ua ulu nui ka hoʻolaha ʻana i ka influencer ma muli o ka piʻi ʻana o nā pānaehana media a me ka mana o nā mea hana kikohoʻe. Ua ulu wikiwiki ka ʻoihana mai ka makahiki 2016 a ʻoi aku ka waiwai o USD 16.4 biliona ma 2022, e like me ka hui noiʻi ʻo Statista. Ua hoʻokaʻawale ʻia ka marketing influencer i nā niches kikoʻī hou aʻe, e hiki ai i nā ʻoihana ke kuhikuhi i kā lākou poʻe i makemake ʻia me ka ʻoi aku ka pololei a ma kahi pae kūloko. 

Ua hoʻokaʻawale ka ʻoihana influencer Harvard Media i nā niches i kēia: 

• Nano influencers (500-999 followers), 
• Nā Micro-influencers (1,000-4,999), 
• Nā mea hoʻoikaika waena (5,000-9,999), 
• Nā mea hoʻoikaika kino (10,000-24,999), 
• Nā mea hoʻoikaika nui (25,000-49,999), 
• A me nā mea hoʻokele hōkū āpau (ʻoi aku ma mua o 50,000 mau mea hahai). 

Wahi a ka loiloi a Harvard Media, loaʻa i nā micro-influencers ka nui o ka hoʻopili ʻana o 5 pakeneka, ʻoi aku ma mua o nā pae āpau. Hōʻike kēia kiʻi i kā lākou mea hoʻolohe i hoʻolilo nui ʻia a hilinaʻi i ka influencer a me nā huahana / lawelawe a lākou e kākoʻo ai. 

Ke piʻi aʻe nei nā influencers i nā pae kiʻekiʻe, e like me ka mid-tier a i ʻole macro, ʻoi aku ka emi o kā lākou komo ʻana. ʻOiai ʻo ka hui pū ʻana me kahi influencer me ka poʻe ʻoi aku ka nui e hoʻonui i ka ʻike brand a hiki i kahi lehulehu ākea, ʻaʻole paha e like ka hopena o ka memo e like me ka mea e pili ana i kahi hui liʻiliʻi a ʻoi aku ka nui o nā mea hahai. Hiki i ka lehulehu nui ke hopena i ka oversaturation, diluting i ka hopena o ka memo.

Ka hopena hoʻopilikia

Ma muli o kahi noiʻi a ka ʻoihana ʻike ʻikepili Morning Consult, 88 ka nui o nā mea pane e manaʻoʻiʻo i ka ʻoiaʻiʻo a me ka hoihoi maoli i ka makemake o kā lākou poʻe ʻike he mau hiʻohiʻona koʻikoʻi ia no nā influencers. Ma muli o ka liʻiliʻi o kā lākou hahai ʻana, ʻoi aku ka haʻahaʻa o nā micro-influencers no ka hui ʻana, e hele pinepine ana i nā brand a lākou e makemake maoli ai e hui pū. ʻO ka hopena, ʻoi aku ka nui o nā micro-influencers e hui pū me nā brand a lākou e aloha maoli ai, kākoʻo, a makemake hoʻi e hoʻolaha i kā lākou poʻe hālāwai.

Ke kānalua nei nā ʻoihana he nui i ka hui pū ʻana me nā micro-influencers ma muli o kā lākou helu haʻahaʻa haʻahaʻa, e hopena i kahi anaina liʻiliʻi no ka ʻike kākoʻo. Eia nō naʻe, ʻoi aku ka nui o nā micro-influencers i ke komo ʻana a me nā helu hoʻololi ma muli o ka hilinaʻi a lākou i kūkulu ai me kā lākou mea hoʻolohe. Wahi a ka ʻoihana kūʻai pāʻoihana kaiapili ʻo Social Bakers, ʻoi aku ka nui o nā micro-influencers i ka 60 pakeneka kiʻekiʻe ma mua o nā macro-influencers a me ka 20 pakeneka kiʻekiʻe o ka hoʻololi ʻana, e lilo lākou i waiwai waiwai no nā hōʻailona e hoʻonui i kā lākou kūʻai e-commerce. 

ʻO ka mea hope loa, hiki i nā micro-influencers ke hoʻokipa i ka poʻe ʻike me ka ʻike e pili ana i nā kumuhana niche. Loaʻa i kēlā mau micro-influencers ka ʻike ma kā lākou wahi hoihoi, e hoʻolilo iā lākou i poʻe loea kumuhana. Hiki i nā brands ke hoʻohana i kēia mau kaiāulu kūikawā.

Nā hopena o nā micro-influencers

Hiki i nā hopena nui aʻe o nā micro-influencers ke komo: 

• ʻO nā micro-influencers e hoʻokūkū nei i ka manaʻo kuʻuna o ke ʻano o ka influencer, e hāpai ana i kahi hanauna hou o kēlā me kēia lā i hiki ke lilo i alakaʻi noʻonoʻo a me nā ʻelele brand.
• ʻOi aku ka maikaʻi o ke kūʻai aku ʻana i ka influencer ma mua o ka hana ʻana me nā influencers kahiko a i ʻole nā ​​​​mea kaulana, e hana ana i nā micro-influencers i koho maikaʻi no nā ʻoihana liʻiliʻi.
• Hiki i nā brand ke hoʻopaʻa maikaʻi i nā demographic kikoʻī a me nā mākeke ma ke ʻano kūlohelohe.
• ʻO ka hoʻomaʻamaʻa ʻana i ka ʻoihana influencer marketing, me nā hoʻolaha hoʻolālā a me nā ana e ana i ka kūleʻa.
• Hoʻonui ʻia nā neʻe politika a me ka pilikanaka, e hāʻawi ana i ka leo i nā kumu koʻikoʻi a pili i ka loli i ko lākou kaiāulu.
• Nā manawa hana hou no nā poʻe e ʻimi nei e hana i ka ʻoihana gig, e alakaʻi ana i ka piʻi ʻana o nā freelancers a me nā ʻaelike kūʻokoʻa.
• Ke piʻi nui nei ka noi no nā kūlana ʻike maopopo a me ka ʻoiaʻiʻo i nā ʻano āpau o ka marketing influencer - e komo pū ana kēia me ka manaʻo nui i nā hana hoʻomau a kuleana i ka ʻoihana marketing influencer.

Nā nīnau e noʻonoʻo ai

• Inā ʻoe e hahai i nā micro-influencers ma ka ʻoihana pūnaewele, he aha ka mea e ʻoluʻolu ai iā ʻoe?
• Pehea e hiki ai i nā micro-influencers ke mālama i ko lākou ʻoiaʻiʻo a me ke komo ʻana inā loaʻa iā lākou nā mea hahai?