Whether we like it or not, influencers are an integral part of life and of marketing. Getting your product or service in the hands of the right mega, macro, or micro-influencer can often have a significant impact on brand awareness, sales, and word of mouth.
Famous influencers like Kim Kardashian, however, are quickly losing their appeal to marketers and brands. And not just because the ticket price is so high that you can only work with one or two celebrities, which also increases the pressure to choose the right person to endorse your brand and because consumers are doing less and less. trust the opinions of celebrities.
A recent survey of 14,000 consumers in the United States showed that marketing with brand influencers is one of the most effective ways to drive sales. Market research firm Collective Bias released a report that found 30% of consumers are more likely to buy products and services endorsed by a blogger than a celebrity.
This study also found that 70% of Millennials prefer recommendations from their peers (family, friends or social media stars) over recommendations from celebrities.
Additionally, the micro-influencer category is proving to be even more powerful for marketers and agencies than celebrities or mega-stars from Tik Tok, YouTube, and Instagram.
Depending on your preferred definition, a micro-influencer is someone with between 1,000 and 100,000 followers. These people focus on a niche area and are generally viewed as industry experts or subject specialists. Adobe, Squarespace, SAP, Microsoft and many more have used micro-influencers to good effect in recent years.
But what if you’re a micro-influencer and want to convert your followers into income? How do you go about it and where do you learn what it takes to become a product or service sponsor?
An influencer marketing startup, Humanz, has launched an online influencer academy to help micro-influencers make the most of their social media status.
The Humanz Influencer Marketing Academy is free to all registered users of the Humanz platform and is equipped to provide data-driven information to both parties on adjusting and improving their approach.
It also educates its participants in monitoring progress, not only through the analysis tools available on each social media platform, but also through other mechanisms. The training platform consists of videos, texts and multiple choice questions. If done in one sitting, it takes between one to three hours to complete.
“The academy’s purpose is to support both marketers and influencers,” Liav Chen, CEO and co-founder of Humanz told me. “These positions merge over time, and as social media grows, marketers want to better understand ways of working with influencers and vice versa. We have managed to provide all the tips, tricks and methodologies to work together for both parties. “
That support is invaluable right now, as the social media influencer market is still fresh, even though it was worth around $ 10 billion in 2020.
“We believe that in every new, rapidly growing industry, users need guidance, and this is our way of connecting the interests of both parties to work together,” Chen said. “You’ll see their good and bad examples of campaigns, learn the relevant phrases and words you need to know, and gain insight into the social influencer lifestyle. “
Interestingly, Humanz also uses AI to help marketers find influencers and understand what their interests and those of their followers are.
“Humanz uses machine learning and deep learning capabilities to profile users on social media channels – both the influencers themselves and their followers (consumers),” Chen said. “Based on the behavior of a given user, Humanz can understand their gender, age range, areas of interest, location, and whether they are a real or fake user, just like a human eye can understand it.
Using AI to help determine the validity of an influencer is important because there has been a surge in influencer fraud over the past few years, and marketers need all the help. possible to avoid wasting their budgets.
Offering an academy to micro-influencers is an interesting approach. It could help those who have accumulated a small number of followers for a particular niche topic to earn additional income, which many need at this most extraordinary time in history.
“Micro-influencers are your close, trusted friends,” Chen said. “They are the experts in certain niches, and they will only work with a certain brand if the brand is relevant to their niche. Most of the time, they don’t even understand that they’re worth the money, and that’s the leverage point of the brand.