ArtBeat Santa Fe as Micro Influencers

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(with thanks to                          for introducing us to this concept)

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What are micro-influencers?

The trend in social media is flipping from mega-influencers—think celebrities who get paid millions in advertising revenue just for the number of click-throughs on their accounts to micro-influencers, who might only have from 1500 to 5000 followers. Let ArtBeat Santa Fe be your micro-influencer!

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MediaKix.com defines micro-influencers here:

 

“Collaborating with a digital influencer to create sponsored posts, photos, or videos is now one of the most trusted and effective ways for brands to reach consumers. According to a survey…, 84% of companies plan on working with a social media star in the next year, while 81% of brands that currently use influencers as part of their marketing strategies claim they were satisfied with campaign results.

As the influencer marketing industry grows and evolves, however, many brands are finding that partnering with smaller, niche-focused ‘micro-influencers’ may sometimes yield higher levels of engagement and better returns for brands.” (Italics added for emphasis.) 

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Why are micro-influencers more effective? Hypertly.com’s article from September 22 explains it quite well here. (Find their entire article here.)

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You may be thinking, “Hey, if they don’t have a lot of followers, how effective can micro-influencers realistically be?” The answer is very, very effective. According to AdAge, engagement rates drop as follower numbers increase. On Instagram alone, followers with less than 1,000 have an 8% like rate. People with 1,000 to 10,000 followers have a 4% like rate. Once you cross over to more than 10,000 followers, the like rate drops to 2.4%. If you’ve got more than a million followers, it’s even worse. Just 1.7% of your followers are probably going to like any given post.

It’s not just that micro-influencers have better engagement (which is the key to actually making a ROI), but micro-influencers have a targeted audience. Picture it this way: if you were selling hiking boots, a celebrity-turned-influencer like Kylie Jenner would be a great choice. She sometimes hikes up Runyon Canyon on her reality show, but you can bet a fair share of her followers are only interested in her reality show or lip products. They’re not into hiking. Wouldn’t you be better suited teaming up with an outdoorsy micro-influencer who is part of the actual wilderness community?

 

Now substitute the word “art” for “hiking boots,” and an entity such as Gagosian Gallery for Kylie Jenner, and you’re beginning to get the picture. Think of ArtBeat Santa Fe as your “[artsy] micro-influencer who is part of the actual [local contemporary art] community.”

 

As recently as this past October, Forbes.com recognized the growing importance of micro-influencers on social media. See the entire article here.