Why do micro-influencers rise

Why engagement rates are out

Likes, shares, followers - so far, this has not only been used to determine the popularity of an actor in social media, but also the success or failure of influencer campaigns. And the importance of influencer marketing is steadily increasing. This is shown, for example, by a study by Goldmedia and the influencer marketing specialist Influry, which predicts that the market volume for influencer marketing in the DACH region will be 990 million euros in 2020 - that would correspond to growth of 20 percent. This very study also shows that Instagram is the most relevant channel for influencer marketing (75 percent), followed by Facebook (72 percent) and Twitter (50 percent).

Last month, however, Instagram announced that in some countries, including Italy, Japan and Australia, it would hide the number of likes under a post and only make it visible to whoever created the post. The aim is to ensure that members focus on the content of their posts and are less concerned about how many likes they can get for a post. The parent company Facebook is also currently talking about no longer showing likes publicly.

Do advertisers and influencers who earn money with likes now have to fear for their sales? No, suggests Björn Wenzel, founder and managing director of the influencer agency Lucky Shareman, in a press release. Because in general, the number of likes and co. Among social media posts is decreasing. “Generation Z, which is relevant for advertising, mostly only uses the Like button to present postings as seen to mark, ”says Wenzel.

Engagement rates are only of limited informative value for market research. For example, the sheer number of comments does not say anything about the popularity of a post. Wenzel goes even further and predicts: “Engagement as a key figure will no longer play a role in the future.” What is changing are the KPIs, i.e. the key figures that are used to measure the success of an influencer campaign.

Followers have to fit the brand

These include the KPIs Brand Fit and Audience Fit. Many brands are not just about reaching a large number of people, but rather those who also fit a brand. A study by the Bundesverband Digitale Wirtschaft shows that over 95 percent of the marketers surveyed pay particular attention to how well they fit the brand and how closely their followers match the target group when choosing influencers. Accordingly, the influencers must also be selected strategically. So-called micro-influencers with fewer than 50,000 followers, through which a brand can address very specific target groups, are enjoying increasing popularity. There are around 52,000 of these influencers in the DACH region.

Likewise relevant KPIs are credibility, coolness factor and activation strength of an influencer. This will ultimately win followers. These key figures can be measured on the basis of product purchases, the use of discount codes or the interest in topics on the part of the followers. According to Lucky Shareman, advertising impact studies, which, in addition to reach and socio-demographic factors, collect values ​​such as brand sympathy, product awareness, willingness to recommend and the relevance of follower comments, can provide information about the success of a campaign. Another factor by which this success can be measured: user-generated content, i.e. brand-related content created by followers, which influencers encourage to create. Hashtags, for example, can be measured here.