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The Sway of Micro Influencers
Fid#005: Avoiding the humpty-dumpties that comes with chasing large followers...
Do you recall this nursery rhyme called “Humpty Dumpty”?
If you don't, please request a refund from your nursery/primary school because this rhyme is GOATED🐐. You may be wondering why I mentioned this rhyme; I was reflecting on how many attempts I have made to become an influencer in this life and realised that, like Humpty Dumpty, they all fall apart and become unfixable😩. I tried podcasting, which was quite successful with my 5 listeners (my siblings included👀), and I dabbled in modelling once because I saw how people were raking in likes in minutes. I did get a lot of likes, which was an improvement from my podcast massacre; 10 likes would be considered an improvement, right 😬?
Modelling wasn't my calling, so I went to Tiktok for solace; long story short, it was another humpty dumpty scenario😂. So, I've decided to put my influencing career on hold until further notice.
Speaking of influencers, have you ever wondered who holds the power in modern day influencing?
We have a variety of influencers ranging from mega, macro, micro, and nano. Each of these influencers has their own set of strengths and weaknesses, but businesses and organisations are only now realising the power of micro influencers. Mega influencers used to be the hot cake due to their large followings. Research has repeatedly shown that a large following isn't equivalent to engagement, which is what most organisations seek. With this new trajectory, influencers with 1000-100,000 followers are now in high demand.
The engagement over the following metrics was the major factor that shifted the focus of businesses towards these set of influencers.
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Micro-influencers due to their number of followers, have a community of individuals that they constantly engage and communicate with. Constant engagement fosters a relationship between influencers and followers, which in turn builds trust over time. Another thing that distinguishes micro-influencers is that they typically work in specific niches and with a specific type of audience. These niche-focused influencers are what brands or businesses with a streamlined audience require to reach their target audience directly.
Influencing has evolved beyond the quantity of followers to the quality of that audience, breaking the cycle of only celebrities profiting from influencing. Julia Bobak, Content Creator, believes
Micro-influencers are the key to breaking through the noisy world of phony advertising, and they are not going anywhere anytime soon.
What does this mean to you as an influencer just starting-out?
Focus on creating valuable content, not chasing many followers.
Build a relationship with your audience, don’t be distant.
Earning is possible at any stage; try to understand creator monetization because earning is not limited to celebrities.
Create a niche so you don’t have a “humpty dumpty” career.
Brands want influencers like you, so don't give up.
If you consistently build your audience by creating valuable content, rather than going on a wild goose chase for many followers in a short time, you will be on the right track.
love, light and laughter!