In the influencer marketing industry, there is currently an interesting trend - micro-influencers are gaining increasing interest from companies, and promotional budgets through them are growing year by year. Let's take a look at why this is happening and how to incorporate micro-influencers into product promotion without spending a lot of time on operational work.
Latest marketing trend
According to Influencer marketing hub report, a noteworthy trend in influencer marketing is emerging, with 23% of respondents expressing their intention to allocate more than 40% of their marketing budget towards this strategy. This trend holds true across various markets.
Interestingly, the survey revealed a strong inclination towards collaborating with smaller influencers, specifically nano-influencers (39%) and micro-influencers (30%), while the preference for more costly macro-influencers (19%) and celebrities (12%) was relatively lower.
When asked about the number of influencers they had worked with over the past year, respondents indicated an increasing trend towards engaging with a greater number of influencers. Among the respondents, 39% reported working with 0-10 influencers (compared to 54% last year), followed by 21% who had collaborated with 10-50 influencers (up from 24% previously). Additionally, 16% had partnered with 50-100 influencers (compared to 14% last year). Notably, a significant proportion of brands exhibited an inclination for large-scale influencer campaigns, as 11% of respondents reported collaborating with 100-1000 influencers (up from 5% previously). The most striking change was the substantial increase in the number of brands (12%) that had worked with over 1,000 influencers, a significant jump from just 3% last year.
Micro-influencers are proving to be highly effective in driving engagement, with an impressive up to 60% higher engagement rate compared to macro influencers. Moreover, micro-influencers exhibit a remarkable 20% higher conversion rate. These statistics highlight the significant impact that micro-influencers can have on consumer behavior.
It comes as no surprise that consumers heavily rely on recommendations from their close friends (86%) when making purchase decisions. However, the influence of distant friends (39%) and influencers (31%) should not be underestimated, as they also hold considerable sway in shaping consumer choices. This is particularly evident in the case of micro-influencers, whose smaller community of followers often fosters a sense of familiarity akin to that of trusted friends
Influencers in gaming
According to Business Insider Intelligence, influencer marketing in games witnessed remarkable growth, reaching $822 million in 2019, $2.5 billion in 2021, and exceeding $4.4 billion in 2022. This surge can be attributed to factors such as the increasing number of gamers, the popularity of streaming platforms like Twitch, and the rising purchasing power of gamers. Given this trajectory, it is reasonable to assume that the marketing spending for micro-influencers in gaming may reach approximately $1 billion in 2022. These statistics underscore the significant market size and potential within the gaming industry.
Why use micro-influencers for your game promo
- Gain valuable content about your game.
- Build awareness: For example, in our campaign, we distributed game keys to only 10 streamers for the game Season: Letter to the Future. This resulted in them capturing 1% of the total Twitch stream time for the game. Remarkably, this achievement was accomplished with an investment of just $100 for additional motivation.
- Generate high purchase intent: The close-knit nature of smaller communities fosters a sense of familiarity and trust, making recommendations from micro-influencers more influential.
How to reach out to hundreds of influencers
Challenge using micro-influencers might be a need to invest resources to reach them and manage promo.
Here are a few tips on how to get more:
- Plan your campaign: what are your main goals and how influencers can help you to achieve it; consider your budget and how many influencers you want to reach
- Set up the right task for influencers. Remember that they don’t know your game and business and they want to spend minimum time reading your brief or email
- Use tools for automation. You can setup actions influencers should complete for specific prize by using Drope.me.
