Micro-influence and Big Data to improve marketing strategies


Martech Insights | Tuesday 02 August 2022

As businesses focus on building relevant relationships with their customers, micro-influencers play a vital role in securing effective communication between brands and consumers.

FREMONT, Calif.: A broader discussion is underway to leverage data to better plan, implement and measure the success of micro-influencer campaigns used by brands. This is done by putting more emphasis on customer loyalty, efficiency, and return on investment. Micro-influencers will lead to an effective relationship between brands and consumers.

The growth of micro-influencers

There has been a massive growth in micro-influencers, especially during the pandemic, which has prompted brands to incorporate them into their marketing strategy. These influencers with less than 100,000 followers on social media platforms deliver authentic messages to their audiences and engage communities.

As noted earlier, the pandemic-related lockdowns have resulted in a large influx of micro-influencers into the marketing space. Small-scale influencers are not limited to following a specific niche, but are flexible and engage in a myriad of topics. There has also been an increase in multi-channel influencers and content creators who have moved from longer-term established platforms to new emerging mediums, thereby increasing and diversifying their fan base.

When businesses face an unfathomable future, micro-influencers can help brands maintain an authentic connection with consumers and build customer loyalty. Small influencers have proven to be reliable production houses, able to produce images and videos that revolve around essential ideas at a time when creating content is difficult.

Consequently, many brands have started seeking the help of micro-influencers to improve their PR and social media marketing strategies. It seems like a good time for brands to improve their influencer marketing strategies, as access to better tools and data leads to increased personalization and accurate measurement.

Custom and Planning

The possibilities to access customer data allow channels to be effectively personalized and send a better message to them than before, which is an advantage for influencer marketing campaigns. In addition to this, the tools built into the platform also provide audience information such as their content consumption habits, most preferred channels, interesting content, and posts they reply to, which is information valuable for leveraging influencer marketing activities. This information can be used to understand trending topics and conversations that should be part of engaging with the audience. Moreover, this information helps connect to different platforms, which helps identify interactions between potential micro-influencers and their followers. Thus, it allows marketers to build relationships with the right audience interested in their brands.

Performance and measurement

Brands need to discover ways to measure activity that helps them achieve their business goals. Existing solutions like in-platform metrics give marketers a view of reach, comments, and shares, showing how successful a campaign is. This helps them realize how well the content has interacted with the communities. Affiliate marketing codes are also beneficial for getting a direct view of the conversations generated by a specific partnership. However, this does not paint an accurate picture of the value of influencer marketing.

Integrating data into every element of the campaign process, from planning to measurement, will not only allow brands to precisely target the most relevant customers, but will also provide answers to critical questions about the impact of this activity. It will not only focus on short-term sales, but also on long-term business goals. This will allow brands to continue to invest in micro-influencer activity as part of a broader channel mix.


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