A whopping 3.96 billion people use Social Media Worldwide, and this number is increasing daily. It has become imperative for brands to connect with individuals on a human level. Yes, marketing automation is the future, and brands have been investing money, time, and effort to analyze, understand and capture their customer base. A human connection is what people trust and believe, which is where influencer marketing finds its importance.
How the User Generated Content (U.G.C) changed online presence of companies
Well, numbers don’t lie, and here’s why- 76% of the internet users trust brand-centric content posted by “people” instead of the brand themselves. This is where human psychology comes into play; we relate with human emotions and trust people more than any brand communications. When talking about User Generated Content, it is the content that your customers post. The customers share the brand-building responsibility by sharing their social media experience, creating a new, practical, and authentic voice. Brands like GoPro have successfully strategized and used UGC to significant effects and build a strong and committed user base.
How your customer-base can help you
“Make the customer the hero of your story,” to be honest, customers make or break your brand. 85% of new users consider customer reviews as necessary as a recommendation from a friend. When we directly speak to a new user, they are reassured of the product’s authenticity. This increases the likelihood of them buying your product. A large dedicated customer base helps in organically growing and improving the brand’s visibility. The forging of such a relationship which involves engagement, trust, and communication with customers, is vital for brand building. Moreover, with the increase in influencer marketing, it is essential to find essential and influential voices to cater to the brands’ services.
Benefits you will get by leveraging Micro-Influencers
The importance of working with such micro-influencers from your customer base is that it is effective and efficient. You get the assurance of working with someone who resonates with the vision of the brand. The micro-influencers already have a dedicated follower base that is loyal and highly influenced. Thus identifying such people offers a different perspective on different aspects of the brand. Micro-Influencers also provide more flexibility in terms of partnerships. It only makes sense to incentivize such a group of people who act as brand advocates and aid in organic growth for the brand. In this era of disruptive marketing, it is more than essential to identify ever-changing marketing trends. UGC influences an astonishing 90% of purchase decisions over branded content. More than anything, such micro-influencers, and UGC humanize the brand, forming a direct relationship with customers. This mutualism simultaneously benefits the customer and the brand.
How the micro-influencer strategy did wonders for brands
On one hand, the customer or the user is getting great informational value, trustworthiness, and engagement opportunity. And on the other, brands can leverage this situation to develop brand trust and deliver a quality experience to the user. Let’s not forget micro-influencers who are existing customers remove the skepticism involved in promoting the product.
With the increasing number of active users on social media it has become difficult to pinpoint a worthy customer among your already vast customer base. Brands need to start monitoring and engaging with them to possibly make them your future brand advocate. Here are few examples where micro-influencers did wonders for the brand:
- Adobe: The designing software company started the “Art Maker Series” campaign in which various talented designers could showcase their work using adobe softwares like Photoshop, illustrator, and many more. Adobe featured and promoted the designer’s content on their YouTube channel, which got views ranging from 20K to 80K and above which turned out to be a huge success. for them.
- BMW: The leading automobile company uses the #BMWRepost to feature the owners of BMW cars with their rides. It is considered a win-win situation as the owner gets to show off their rides while BMW gets the opportunity of free advertising from their loyal customer base. The campaign not only gained more reach, but their #BMW became the most popular automobile hashtag, used over 19 million times.
- GoPro: The brand saw huge success after implementing this marketing strategy. As their product is known for its content creation capabilities, the band took full advantage of it by showing what their customers. They use #GoPro to categorize the content generated by their customers. GoPro enables the customer to share their videos & pictures captured using their products via their social accounts. In return, they show the amazing features the GoPro Video Camera holds. This strategy proved to be pivotal for the brand, as near 6000 #GoPro videos are being uploaded every day.
Brands have usually sought influencers based on similarity, performance, and coherent qualities to maintain synergy with users and partners. When we choose customers as influencers, we already have someone who trusts and believes in the brand. All this is highly beneficial for any organization as there is good ROI. There is comparatively lesser use of time and resources in identifying such people from the existing user base; a loyal audience is easier to convert. Your entire marketing strategy should not depend on micro-influencers, but it is an excellent tool to have in your arsenal. In today’s ever-changing market, it is salient to identify and activate such people who will help your brand.
Germin8 is a Digital Intelligence Company who has the capability to map out influencers within your customer base.