Commexis Cast – August 6, 2018: Small Businesses Seeing Great Success With Micro-Influencers

Today’s Commexis Cast kicks off Influencer Marketing week! We discuss small businesses having great success with micro-influencers, and seeing increased ROI compared to influencers with increased followings. 

Dinah Wisenberg Brin on Forbes spoke with the team behind Mason Jar Storage, creators of “Mom’s Mason Jar Rack”. The team tapped influencers in canning, home crafts, and cooking verticals and found great success by aiming for micro-influencers with small, engaged audiences than influencers with a higher audience number.

Alon Popilskis, the team member responsible for the marketing of the product, said, “We decided to work with micro-influencers as opposed to larger-scale influencers due to budget as well as due to the fact that micro-influencers, even though they have smaller audiences, have a more engaged and targeted following, leading to better use of money spend.”

MediaHub found that influencers with 1,000 fans had an 85% higher engagement “lift” than those with 100,000 followers. Brin writes that, “New York Times-owned social media influencer marketing firm HelloSociety, meanwhile, found that accounts with 30,000 or fewer followers are better for marketers, according to Adweek. Micro-influencers, often considered to be trusted sources, generate a 60 percent higher engagement rate than a typical HelloSociety campaign and are 6.7 times more cost-effective than big-time influencers, according to the report.”

In the podcast, Phillip and I discussed how micro-influencer is fantastic for small businesses because the increased engagement gained by having a smaller, niche audience. The cost compared to other influencers, for example, makes a ROI actually possible.

Today’s cast: Phillip Brooks (Commexis Lead Strategist) and Matthew McGrorty (Commexis Videographer/Podcaster).

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