Unlike consumers who tend to talk about their personal experiences with only close friends and family, Experticity micro-influencers amplify their voice to a wider network.
The reason? The motivations for experts to share information are usually different than those of the general population. In fact, 53% of expert influencers’ recommendations happen at work, compared to 19% of the general population’s recommendations.
“…unlike consumers who merely pass information from person to person, micro-influencers actively seek their own sources of information.”
Experts are also more likely to share information that’s related to their professional success. Consultants and community organizations become successful when their reputations begin to grow—meanwhile, retail sales associates, consultants, and similar professionals advance in their careers based on the quality of their customer interactions.
Think of your influencer strategy as analogous to broadcasting. You can influence a consumer who will talk to a friend, or you can influence an influencer who has a leadership role within an entire network. While both approaches are important for a successful marketing strategy, one is clearly more efficient, impactful, and education-oriented than the other.
PASSIONATE EXPERTS ARE CONSTANT LEARNERS
For micro-influencers, trust is the ultimate asset. That’s why members of this key audience are more likely to establish their own perspectives than source recommendations from friends and family. While 26% of the general population becomes aware of brands through friends and family, only 15% of micro-influencers find out about brands in this way. This stat suggests that unlike consumers who merely pass information from person to person, micro-influencers actively seek their own sources of information.
They’re seeking out products that they can experience for themselves. They’re conducting their own field research and learning about new products to use on the job. They’re relying on expertise from colleagues. So the bottom line is that brands need to reach these influencers on their terms through valuable learning resources.