Winter is coming… after a year hearing about the importance of influencers and how influencers are changing consumption patterns on the buyers, I expect that brands will use them massively during periods of peak consumption. It will be the key during Christmas times where they need to use their best weapons to win the greatest number of buyers.
The brands are already preparing the Christmas season, one of the greatest moments of interest and customers and one of the key steps in their sales strategy.
So hopefully during Christmas season we will see a recurrent and massive employ for the influencers, but who will be these influencers? The trend, according to some studies point to one of the influencers who are now becoming important on the market, known as microinfluencers.
The microinfluencers have become one of the affairs that have raised interest brands on the recent times. Remember that mass influencers, the stars of social networks with their millions of viewers but the new influencers on the internet have much smaller audiences and much lower reaches and indeed sometimes even connect with consumers through the network. Here comes the interesting part, they are much more powerful when help in purchasing decisions, and they manage to be seen as solvents and reliable figures. Consumers react well to their messages and connect with them. The engagement of those influencers that have fewer than 1,000 followers is 8%. The more than one million of whom are at 1.7%.
The microaudiencias work much better, therefore, as a connection point for transmitting experts messages and more specialized, which are seen by consumers as more credible (especially for younger consumers) and therefore more worthy of being taken as buy recommendations.
On Christmas season, the microinfluencers will be an important part of the marketing investment, an investment that is expected to rise by 10% this year compared to the previous year. Seek brands connect with specific audiences and expertly and pursue the best results. And, according to some studies, they will use more specific voices.
According to the HelloSociety study, consumer engagement with influencers contents grows during the Christmas season, the microinfluencers are those that take the best part.
What happens on Christmas?
According to his data, which are based on what happens in Instagram, influencers have an average of 3.8% engagement. However, during the Christmas period (which in this study addresses the period between 1 November and 31 December) that figure rises to 4.3%. Consumers respond better to their messages during those days.
The engagement also vary by type of influencer according to the number of followers. As you increase the potential scope, mass audiences in numbers, the engagement falls. Influencers of less than 35,000 followers have an average of engagement during Christmas of 5.3%.
In front of them, who have more than 750,000 has an engagement of 1.6%. In the middle are those between 35,000 and 50,000, with 2.5%; those between 50 and 500,000, with 2.3% and those going from 500,000 to 750,000, with 1.5%.