The micro-influencers

Reading Time: 3 mins. 04/04/2018

The micro-influencer strategy is a great opportunity to increase sales and extend the Brand awareness of hotels in an environment where users rely more and more on the content generated by others than those generated by the brands.
We start this pill with one of those statistics that we should have in a post-it on our screen to see each day:
According to FORBES, 85% of users trust more in the content generated by others than in those generated by brands.
Moreover, 92% of millennials openly acknowledge that the opinion of users in social media platforms influences their purchasing decisions. These consumers say that for them those opinions are more reliable than the messages or the advertising from the brands.
This has led brands to contribute more with micro-influencers instead of the large masses’ influencers, or, what is the same, anonymous people without so many followers in social media platforms, but with loyal followers who interact with them.
As we saw in our pill about influencers, these are celebrities that have a certain presence and influence in social media, becoming a reference on certain topics, capable of generating conversation around a product or its brand.
A micro-influencer would be a person who also have influence within the social media, but on a much smaller scale, he/she enjoys a good reputation and a remarkable number of followers within a specific field.
They stand out for normally addressing very specific audiences on topics such as nutrition, travel or sports, among others. The communities they generate are much smaller, but they interact constantly with the content shared by the micro-influencer
Unlike the Influencers, which have a massive reach although a lower engagement due to lack of interaction with the audience, the micro-influencers impact a smaller number of people, but in a more forceful and close.
The followers of the last ones show great interest and are very receptive to the topics they have in common with the profiles they follow, since they generate greater confidence.
According to an example published by digiday, a well-known tea brand collaborated with the Kardashian sisters for a campaign on a product that helped weight loss. This campaign achieved a large number of conversions. However, at the same time a strategy was carried out with 30/40 micro-influencers that reached an even higher conversion rate.
When defining a strategy with micro-influencers, one of the big mistakes made by hoteliers is not having clearly defined an objective for their actions. The main action that a hotel brand must develop in a strategy with micro-influencers must be aimed at building loyalty. And doing it by sharing unique experiences is the best way to do it. Only in this way will the attention of the end customer be captured and you can stay in your top of mind.
Hoteliers should bet on the 'less is more' in terms of influencers and offer authentic conversations with their followers. The authenticity and independence offered by the micro-influencers affects the trust felt by their followers. The idea of the more followers the better, is wrong because the power of influence on them is reduced the greater the number of followers is.
The micro-influencer strategy is an ideal opportunity to increase sales and extend the brand awareness of hotels. It is highly recommended to include in the marketing and communication plan of the brand this highly effective and economical technique to attract quality traffic to the hotel's own website and thus promote direct sales.