A micro-influencer isn’t a small person who wields outsized power, like, say, a toddler or Lord Farquaad in Shrek. They’re online personalities who have a ton of social media followers in a specific niche. There’s no magic number that determines when someone has reached influencer status but some surmise it lands somewhere between 10,000 and 500,000 followers.
As Sidney Pierucci observed on Medium, “Micro-influencers, have successfully settled in the world traditionally ruled by the Kardashians and eventually gained more value for marketers.” In fact, as a recent AdWeek post suggests, Kardashian-type celebrity might actually hinder influence.
“Influencer marketing is still effective when they’re looked at as peers,” Kyla Brennan, the founder and CEO of HelloSociety, told Adweek.
Some marketers are beginning to turn to trade show micro influencers to drive attendance to their events. Is the day far off that you recruit an Instagram personality with 10,000 followers to staff your trade show exhibit? Depending on your brand objectives, this may prove a valuable means of generating interest — moreover, they’re less expensive than your standard issue celeb. However, gone are the days when they could be had for VIP passes and free drinks; micro influencers are savvy to their own value.
When it comes to leveraging a trade show micro influencer’s social platform, the costs of their posts, for example, are within the realm of reason — often only a few hundred dollars per post (obviously depending on the size of their audience and the depth of engagement). Appearance fees, if any, should be negotiated separately. When coupled with real-time coverage of your event, the combination of a personality and their online audience could prove formidable.
So long as it aligns with your brand, an even bolder play would be to deploy a whole coterie of trade show micro-influencers to generate a meaningful presence at a show. But don’t let your micro influencer spend get out of hand — after all, when it comes to influence, small is the new big.