If like me, you’ve started to tire of your beloved go-to influencer pitching yet another brand or effusively discussing the benefits of teeth whitening solutions (when they quite ironically have veneers) then you are not alone. Us content hungry millennials are growing pretty sharp when it comes to identifying paid for posts whether it just sounds obviously over-enthused or a hilarious copy and paste caption error such as King Scott Discik . We’re beginning to wonder if these influencers have lost their credibility as ambassadors for our business or brand.

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Step forward the Micro Influencer – the forgotten brand ambassadors who have rather modest followings of 300-1k but simply rave and adore your products and services. They’re not celebrities, reality stars or thought leaders yet have a strong and authentic influence among their peer groups.

Social has become the modern form of word of mouth reviews. For example, when I log onto Facebook and ask my pals for book recommendations – I know that they wouldn’t recommend anything that they didn’t enjoy just because they know what I like. That’s why although “Girl on the Train” has four stars on Amazon, I was much more likely to take my friend Anna’s rather poor review seriously as we have very similar taste in books. [I did however end up reading it and of course it was the over hyped load of crap I expected!] Anna is a trusted and authentic critic in my opinion and I would value her opinion much more over a traditional reviewer.

If you’re not yet convinced then lets look at the statistics, Markerly, reported earlier this year that there is a clear correlation between the amount of followers you have against your engagement rate. How likely are you to comment on Kim Kardashian’s instagram post asking where she got her dress from? How likely are you to do the same with a close friend? Which one is more likely to gain a response?

So this all sounds great from a consumer point of view but how can it actually be used in practical terms in a B2B environment?  Heading back to social selling, encouraging customers to advocate some great service they’ve received is a great start and potentially easy to achieve providing you have the right relationships in place.

Although there is still the question on how to measure the success of micro influencing (another impossible thing to add to the “you can’t measure PR” story!) the long term benefits are invaluable. If you’re exploring ways you can gain more credibility within industries saturated with competitors and messaging, going back to the customer is a great place to start. 

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