To increase public relations efforts, there are several ways to improve your company or agency’s strategies to market what you offer or provide. If your company is trying to reach an audience that may be difficult to reach, influencers are proven to increase brand awareness. While many companies believe reaching out to mega star influencers on YouTube or other social platforms to get their company name noticed, what goes unnoticed is the benefits of having micro-influencers talk about your company.
Advantages to using micro-influencers:
Smaller audiences. Micro-influencers have 15,000 followers or subscribers and under. This is an advantage because they have a more intimate relationship with their followers. Their ordinariness – their relatability – is what makes them so appealing. They typically have a strong, close-knit community who believe in what the micro-influencers are talking about; especially when they have less drama surrounding their YouTube channel or social sites.
Product advertisement. Many companies are fearful to use influencers because they don't want people to think they are overwhelming them with more ads. However, influencers have quite the opposite effect. Consumers typically listen more to people who are trying out either products or services and giving honest feedback. Many influencers will not promote or talk about your company if they truly do not believe in it. Therefore, if they choose to work with you to talk about your company, you can trust that they most likely enjoy the products you offer.
Targeted influence. Influencers have lots of followers, likes, comments and shares on their posted content; therefore, what they say about your company will be seen and heard by thousands. It’s important to pick an influencer who is in your target market as well. You wouldn't have a YouTube beauty guru talking about cleaning supplies, would you? So, pick wisely.
Influencers are a great way to engage your audience in a more dynamic and exciting way. With more millennial super fans of popular YouTubers and micro-influencers, using a third-party voice to promote your message is a powerful way to reach new audiences. View this strategy as an investment that will pay off in the long term for your company.
Maria Neathery is a senior from Greenwood, Indiana, majoring in public relations and journalism. Maria is the president of AU’s PRSSA and is also a staff reporter for AU’s Andersonian. Maria is an associate with Fifth Street Communications®, a student-run public relations agency at Anderson University.