There is also another shift in the influencers’ marketing landscape (towards authenticity) which is micro influencers (and long term partnerships). What distinguishes micro influencers from those of tradition celebrity endorsements is that they possess a premium degree of engagement rate with their followers and market products of the industry to niche audiences resulting in a relatable and credible promotional medium for brands.
Micro influencers helps brands work with those that have ready available communities of people who already trust them. One – off campaigns have now been switched to long lasting partnership leading to true advocacy and brand loyalty.
When choosing influencer, brands should avoid basing their choices on just follow numbers and focus instead on targeting influencers of a similar demographic and valuesthat relate to the target audience. More metrics are available to better depict engagement rates, audience sentiment and conversion performance of an influencer.
Brands should track valuable KPIs beyond vanity metrics like brand awareness lift, customer acquisition, repeat engagement etc. in order to reap the benefits of Influencer Marketing. After all, in the digital dating realm, quality relationships are more likely to yield better value than reach.