MarketingShoppingSocial Media

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Instagram has become a way for brands to personalize themselves before their customers. This is thanks to micro-influencers.

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Micro-influencers have become a powerful presence on the platform.

What are they?

A micro-influencer is someone who brands to their audience based on their own personal likes and interests. This strategy works well because these influencers are branding honestly. They aren’t always paid for what they do and still they are able to convince their followers that their favourite product needs to be yours too.

The audience of a micro-influencer may be small. But they achieve something celebrities and giant brands can’t: They create relationships. They also have much higher rates of consumer involvement opposed to celebrities.

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A celebrity can have everything anyone could want materially. Tons of money, the perfect bod, being paid to attend events or workout. (We would all be in-shape if that was the reality for the rest of us, am I right?) You follow these famous people on social media, love and support them. But the lifestyle these people live is not a reality for most of us. The fraction of celebrities in the world is less than 1%. So when they tell us we need a certain product, it’s hard to take them seriously.

1. Because they were paid to sell the product — not genuine.

2. Maybe they do love the product but it still didn’t cost them anything to use the product.

3. They have everything you want anyways, what’s one more cool product they have that you don’t?

This is why the micro-influencers are so successful. They aren’t millionaires, they are real and they choose who they brand for.

The pictures they post are taken by them opposed to sponsored ads. They don’t have to brand for products they don’t like, meaning their reviews are genuine. They can use their account to be real with their audiences and create relationships.

succulents
Succulents, because Instagram loves succulents.

From experience I know that it is very possible to become attached to an Instagram account.

I follow a girl on Instagram she is an artist who is still in art school and she takes pictures of mostly her art. In some cases she will advertise for her pieces. Otherwise she is just a student with amazing fashion sense who posts cute pictures with positive captions. I love it. She could convince me to buy products, no doubt. And she isn’t even a legitimate influencer!

(She is influencing me though . . . maybe she’s just that good, I don’t even know she’s an influencer! 😅)

How do they do it?

They have charisma.

Just like writing a book or script for a TV show, the characters need a distinct personality. What is the character’s family like? What is her obsession? What is his weakness? How do they present themselves at work opposed to in front of their friends? What is their favourite food.

The answer to these questions are found not because the TV show literally says what their favourite food is. Instead you learn by watching the character get excited to eat when they find out there is going to be waffles and strawberries. You learn that they had a spoiled childhood because of the way their parents disapprove of their current lifestyle. Etc.

young people excited about something in natureThe same goes for micro-influencers. They are characters. They either have to come up with who their character is, or exaggerate their real personalities. This way people can grow attached to the perfectly molded character.

People don’t want another brand being thrown at them based on their likes and shares on the platform. They want to know what they need because their favourite influencer can’t remember what it was like to do their morning routine before this amazing product.

Not only do consumers get to hear from likeable people what products they recommend. But the good micro-influencers share the experience. They can give the why, who and how these products have worked for them. Not only are they characters, but storytellers themselves.

young woman on rocky trail in mountains

Micro-influencers have the ability to make their audience feel sorry for them when they have a hard day and rejoice when the micro-influencers can tell their faithful followers good news.

I mean, influence is in their title.

Maybe your small business could use a micro-influencer or you could be that person for your company!

If you see the value in your business having a micro-influencer but you find that you lack the creativity or time needed for such a job, you can find someone to be the influencer for you. Check out this blog for info:

Being a micro-influencer sounds rather glamorous. I love the idea of a job consisting of posting on Instagram, sharing my likes and interests, having a valid opinion, taking beautiful pictures, influencing people and being paid to do it!

branch with leaves in vase

As lovely as that all sounds, I know that it would all take a lot of work. To critique your compelling voice, to make sure you state your opinion strongly without offending others. The dedication and effort would take hours upon hours and money, at least for the beginning.

Who knows, maybe you are up for the task.

Tess Houcher

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MarketingSocial Media

I went to the waterpark with my siblings and my boyfriend the other day, we all had a blast. The many slides, giant wave pool and the hyperness we all experienced at some point made for a pretty spectacular day together.

I came to the conclusion that the waterpark shares some similarities with social media.

For starters, you are surrounded by all types at the waterpark. There are the other girls in cute swimsuits you wish you owned, the large group of rowdy young adult males, the elderly that are taking the stairs better than you, the parents who wished they didn’t even try bringing their children to the water park, the crazy kids and the creeper.

Social media is the same. The picture perfect girls on Instagram, the people who share every opinion they have ever had (those groups can get a little rowdy too), there is the grandparents who will post about how great their grandkids are constantly, the parents who share every moment of their busy lives, the crazy kids and the creeper.

It is odd though, the waterpark is full of many people’s fears. Heights, giant slides, deep water, crowds, the potential to see someone you don’t want to, potential harm or embarrassment. Yet the waterpark is always full of excited people. The water park obviously has more fun features than fears for the average person. Some people love the crazy slides, maybe heights don’t scare them, crowds exhilarate them and seeing old friends sounds like a pleasant surprise.

 

There is definitely both sides in social media as well. Some may love the ability to be connected to everyone they could ever want to connect with and love the ability to influence the masses with their words, pictures or embarrassing videos. This is all while other people could hate the idea of these experiences.

All of these comparisons are important because they adjust the temperature or vibe of a trip to the waterpark…

It can be freezing outside but the temperature in the waterpark is 31 degrees Celsius. Then there is a temperature change again when you only get slightly wet on certain slides, then you dry waiting in line, get soaked, go to the hot tub then the wave pool then back to the slides… your body experiences all these changes even though you are in an atmosphere of 31 degrees and the weather outside is -15 degrees.

A grumpy lifeguard or dropping your soft pretzel can lower the ‘temperature’ of your experience, while a short line to a water slide and a free tube for the wave pool can make your day — raising your ‘temperature’ or vibe.

I mention temperature because Facebook is the same. Maybe the overall feel, vibe, or temperature of your feed is mainly positive posts, funny videos and full of your favourite people (warm and sunny). But then the country can be hit with political issues and your feed will then have upsetting posts in the mix (icy).

Later you see that your friend from high school is getting engaged and the proposal was adorable (warm and fuzzy). But the next post is your aunty letting friends and family know your cousin is sick in the hospital again (cold). Then you see an advertisement stating that your favourite store is having a sale (warming up). But your brother’s dog died and he wrote the sweetest post about him (chilly).

Temperature changing in seconds is exhausting physically, mentally and emotionally. In most cases, we can’t do anything about the changes.

This comparison reminds us that we have a big water park to play in (Facebook/Instagram), with a wide variety of people (tired moms, awkward teenagers, proud grandparents etc.) this means that targeting your market is important.

The tired mom and the awkward teenager cannot be reached by the same ad campaign. It is essential that your business sells itself to the correct demographic in the way that they can be sold to.

What is the temperature or vibe of your marketing strategy? Are you going to display the amazing benefits that your product or service can provide your audience? (Warm.) Or is it valuable for your ad campaign to reveal the obstacles your customers will face without your assistance? (Chilly.)

At Panda Rose we can help you identify the different audiences you need to target, how to market to them and how to do it efficiently. We look forward to hearing from you.

Tess Houcher

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