Ama-Micro-influencers: Kungani ukuhlukaniswa kwabathonya kubalulekile

• About the Author:
• Igama lomlobi

  I-Quantumrun Foresight
• October 17, 2023

Isifinyezo sokuqonda

Ukumaketha kwe-Influencer kuguqukele embonini eyizigidi eziyizinkulungwane ezingama- $ 16.4 kusukela ngo-2022, kugxilwa kakhulu kumathonya amancane-labo abanabalandeli abaphakathi kwe-1,000 ne-4,999. Ngokusho kwe-Harvard Media, ama-micro-influencers aziqhayisa ngezinga lokuzibandakanya elingu-5%, edlula amanye ama-influencer tiers. Izibalo zabo zabalandeli ezinesizotha ngokuvamile zihumushela kuzithameli ezizibandakanya kakhulu nezithembekayo, okubenza baphumelele kakhulu ebudlelwaneni bomkhiqizo. Naphezu kokungabaza kwasekuqaleni ngenxa yokufinyelela kwabo okuncane, idatha ibonisa ukuthi amathonya amancane anokuzibandakanya okuphezulu kufika ku-60% kanye namazinga okuguqulwa aphezulu angu-20% kunozakwabo abakhulu. 

Umongo we-Micro-influencer

Ukumaketha kwe-Influencer sekudume kakhulu ngenxa yokwanda kwezinkundla zokuxhumana kanye nomthelela wabadali bokuqukethwe kwedijithali. Imboni ikhule ngokushesha kusukela ngo-2016 futhi ibiza u-USD 16.4 billion ngo-2022, ngokusho kwenkampani yocwaningo i-Statista. Ukumaketha kwe-Influencer kuhlukaniswe kwaba izindawo ezithize, okuvumela amabhizinisi ukuthi aqondise izethameli zawo azithandayo ngokunemba okukhulu nasezingeni lendawo. 

I-ejensi yabathonya i-Harvard Media ihlukanise izigaba ngokulandelayo: 

• Nano influencers (500-999 abalandeli), 
• Ama-Micro-influencer (1,000-4,999), 
• Abathonya abamaphakathi (5,000-9,999), 
• Ama-Macro-influencers (10,000-24,999), 
• I-Mega influencers (25,000-49,999), 
• Nabagqugquzeli bezinkanyezi zonke (abalandeli abangaphezu kuka-50,000). 

Ngokokuhlaziya kwe-Harvard Media, ama-micro-influencer anezinga lokuzibandakanya elimangalisayo elingamaphesenti angu-5, elidlula zonke ezinye izigaba. Lesi sibalo sibonisa ukuthi izethameli zabo zitshalwe imali kakhulu futhi ziyamethemba umgqugquzeli kanye nemikhiqizo/amasevisi abawagunyazayo. 

Njengoba abagqugquzeli benyukela kumazinga aphezulu, njenge-mid-tier noma ama-macro, izinga labo lokuzibandakanya livame ukwehla. Nakuba ukusebenzisana nomuntu onethonya ngokulandelayo kungase kukhulise ukuqwashisa ngomkhiqizo futhi kufinyelele izethameli ezibanzi, umlayezo ungase ungabi nomthelela njengoba ungaba nomthelela eqenjini elincane, elinabantu abaningi. Izilaleli eziningi zingase zibangele ukugcwala ngokweqile, kunciphise umthelela womlayezo.

Umthelela ophazamisayo

Ngokusekelwe ocwaningweni olwenziwa yinkampani yezobunhloli yedatha i-Morning Consult, amaphesenti angu-88 abaphendulile akholelwa ukuthi ubuqiniso nomdlandla wangempela kulokho okuthandwa yizithameli zabo kuyizici ezibalulekile kubagqugquzeli. Ngenxa yokulandela kwabo okuncane, abathonya abancane banesidingo esiphansi sobambiswano, ngokuvamile befinyelela kumabhrendi abafisa ukusebenzelana nawo ngobuqotho. Ngenxa yalokho, abathonya abancane kungenzeka kakhulu babambisane nemikhiqizo abayithanda ngokweqiniso, bayisekele, futhi bafuna ukuyiphromotha kuzithameli zabo.

Amabhrendi amaningi ayakungabaza ukusebenzelana nabathonya abancane ngenxa yokubala kwabo okuphansi kwabalandeli, okuholela ekutheni kube nezithameli ezimbalwa zokuqukethwe okuxhasiwe. Kodwa-ke, abathonya abancane bavame ukuba namazinga aphezulu okuzibandakanya kanye nokuguqulwa ngenxa yokwethembana abakwakhile kubabukeli babo. Ngokwenkampani ekhangisayo ezinkundleni zokuxhumana iSocial Bakers, abathonya abancane banamazinga afinyelela kumaphesenti angama-60 aphezulu kunabagqugquzeli abakhulu kanye nezinga eliphezulu lokuguqulwa elingamaphesenti angama-20, okubenza babe yimpahla ebalulekile yemikhiqizo ukuthuthukisa ukuthengiswa kwabo kwe-e-commerce. 

Okokugcina, ama-micro-influencer angajabulisa izethameli ngokuqukethwe okugxile ezihlokweni ze-niche. Abathonya abancane abanjalo bavame ukuba nekhono endaweni abayithandayo, okubenza babe ochwepheshe abathembekile bendaba. Amabhrendi angasebenzisa le miphakathi ebambe iqhaza kakhulu, eyisipesheli.

Imithelela yama-micro-influencers

Imithelela ebanzi yama-micro-influencer ingabandakanya: 

• Abathonya abancane baphonsela inselelo umbono wendabuko wokuthi kufanele abe yini umgqugquzeli, okubangela isizukulwane esisha sabantu bansuku zonke abangaba abaholi abacabangayo kanye namanxusa omkhiqizo.
• Ukumaketha okusekelwe kubathonya okubiza kakhulu kunokusebenza nabantu abanethonya noma osaziwayo bendabuko, okwenza amathonya amancane abe inketho ekhangayo kumabhizinisi amancane.
• Amabhrendi akwazi ukukhomba kangcono izibalo zabantu nezimakethe ngendlela ephilayo.
• Ukwenziwa ngobungcweti komkhakha wokumaketha onethonya, ngemikhankaso ehleleke kakhudlwana namamethrikhi okukala impumelelo.
• Izinhlangano ezithuthukisiwe zezepolitiki nezenhlalo, ezinikeza izwi ngezizathu ezibalulekile futhi ezithinta ushintsho emiphakathini yazo.
• Amathuba emisebenzi amasha kubantu abafuna ukusebenza emnothweni we-gig, okuholela ekwenyukeni kwama-freelancers kanye nosonkontileka abazimele.
• Isidingo esikhulayo samazinga okubonisa izinto obala nokwethembeka kuzo zonke izici zokumaketha kwabanamandla—lokhu kuhlanganisa ukugcizelela kakhulu izinqubo ezisimeme nezinesibopho embonini yokumaketha enethonya.

Imibuzo okufanele icatshangelwe

• Uma ulandela ama-micro-influencer ezinkundleni zokuxhumana, yini eyenza bathandeke kuwe?
• Abathonya abancane bangabugcina kanjani ubuqiniso nokuzibandakanya kwabo ngisho noma bezuza abalandeli abaningi?