Companies are always looking for new ways to reach the consumer and, even more important, to be remembered by consumers. Within the pharmaceutical companies, in the Consumer Health divisions where products can be advertised to the consumer, we must not ignore a new trend that is taking place in mass consumption to advertise products: micro-influencers.
Micro-influencers are people who have between 7,000 and 70,000 followers and although they do not reach the same number of people as influencers, there are already many companies that choose these profiles over other types of influencers with a greater number of followers, due to the authenticity of their profiles and a greater effectiveness of their collaborations.
In fact, 60% of digital marketers already use micro-influencers for their campaigns, which shows a growing interest in this new ambassador who is perceived by consumers as a much more real, close and credible prescriber.
“Influencers whose followers are between 7K and 70K, the so-called micro-influencers, generate more trust among their followers and are perceived as more accessible, more real people. This means that they are more loyal, so it is more possible for them to become potential customers for brands “
Such is the interest these instagramers have gotten to the point to having contracts with micro-influencers on social networks, especially Instagram.
So when from the marketing department we design the product promotion strategy we do not have to forget about these new figures with which we can obtain very good results due to their great engagement and faithful connection with their followers, without having to invest all the budget in a great reference with millions of followers.
