Microinfluencers: How beauty and fashion brands utilize the everyday consumer

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Micro-influencers, everyday people chosen to advertise and share their opinions on a product, are relatable to the everyday audience that scrolls through their news feed. They appeal to them because they have something in common. These people are bloggers and social media users who are willing to provide content about the said brand in a relatable, genuine way. According to Faye Harris in her Huffington Post article, “The Rise of the Micro-Influencer,” this trend is described and also shows how exactly it is effective.

According to Faye, “That’s why social media is so effective in driving purchases. Based on a study by global management consulting firm, McKinsey ‘consumer word-of-mouth generates twice the sales compared to paid advertising’, and ‘sixty-one percent of consumers made a purchase after reading about it in a blog post.” Though the paid branded content from celebrities is still effective because of their reputations, the authenticity of micro-influencers is likely to appear more trustworthy to audiences because they seem more genuine.

How it works is that micro-influencers are often offered product in exchange for an honest, thoughtful, review or feature via social media. For example, beauty and fashion bloggers may be sent samples of makeup to try out, post about, and link back to the brand so that readers are able to find out more, leading to a possible purchase.

Websites like Sidebuy are often utilized to find these micro-influencers. These sites make it easy to find the perfect fit for each brand. If brands are looking for extra exposure through social media, they will work with websites like Sidebuy to connect with them. According to Faye, “Sidebuy manages to stay on top of a rapidly saturated market by connecting brands with the right people; micro-influencers, who have a deep reach within a specific category and lie within specific geographic areas.” For example, a beachwear brand that sells swimwear, towels, shoes, and clothing for warmer climates may look for people located in areas like California or Florida because they may be more likely to buy them due to the location.  

This shows how marketing and networking with others in the industry can make a big impact in the sales and appeal of the brand overall. In the next post, I will look at how trends can be created, spread and often become viral via social media.