Micro-influencers can help brands drive authentic engagement on social

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 04, 2022, 7:18 AM GMT+0

Micro, mid and macro-influencers have an average engagement rate of over 900% higher than the retail industry average.

Many social platforms have adjusted their marketing tactics as consumers' online browsing behaviour on social continues to evolve. TikTok, for example, recently extended its platform’s maximum video length from three to ten minutes, while Instagram has prioritised Reels to meet its users' entertainment demands.

This presents an opportunity for brands to boost their organic content once more, notes Thomas Rankin, co-founder and CEO of Dash Hudson. Since TikTok is still not a pay-to-play platform, brands have an unprecedented opportunity to grow their organic reach, states Rankin. Businesses in retail can leverage social media influencers to boost their engagement rates and connect with consumers authentically.

Micro-influencers especially can help brands drive authentic engagements, as they have a more loyal following than mid or macro-influencers. As Rankin explains, “Showcasing micro-influencers on a brand’s social platform is a great way to increase engagement and build relevance.” Influencer-created content must be shared and boosted, and influencers must be given creative freedom to build relevance and reach new audiences.

Discover the top organisations in your market and industry that have customers buzzing using YouGov BrandRankings.

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