STUDY: Micro-Influencers are Young, Scrappy and Hungry; 99% Eager for Authentic Brand Relationships (61% for Cash)

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Global micro-influencer study conducted by SocialPubli offers an inside look at influencers’ favored platforms, trends, and expectations.

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“The passionate drive to build authentic relationships sets micro-influencers apart from other marketing channels and strategies, giving them an edge when it comes to building credible relationships with followers and becoming a trusted advisor.”

SocialPubli (http://www.socialpubli.com), the leading global micro-influencer marketing platform, today announced the release of the 2019 Global Micro-Influencer Study, which highlights the trends, goals and attitudes of micro-influencers working in this fast-growing online industry.

In this study, SocialPubli polled 2,667 micro-influencers from its global community to glean insights on:

  • What micro-influencers look for when partnering with brands
  • Pain points and challenges in the influencer industry
  • Areas of greatest potential for brand-sponsored campaigns

The surveyed influencers’ areas of expertise spanned a wide range of categories, including food, beauty, fashion, travel and fitness.

“Micro-influencers are a young, hungry and growing demographic. They’re idealists who are generally unwilling to compromise their ethics and would rather take advantage of the right opportunity, one that aligns with their values, than the first or most profitable one that comes their way,” said Ismael El-Qudsi, CEO of SocialPubli. “The passionate drive to build authentic relationships sets micro-influencers apart from other marketing channels and strategies, giving them an edge when it comes to building credible relationships with followers and becoming a trusted advisor.”

Findings from the study underscore the value and potential that can be created through brand partnerships, as the majority of influencers focus their marketing efforts on reach, engagement and brand awareness. However, the findings also highlight the fact that influencers are gaining awareness of their own worth to brands, with the majority of influencers (61%) seeking and preferring monetary compensation over other partnership options.

Additional key data points from the 2019 Global Micro-Influencer Study include:

1.    The micro-influencer crowd is young. 81% of all influencers have been working in the space for three years or less.
2.    Micro-influencers maintain a strong desire for authenticity, showing their unwillingness to compromise on both network building and product promotion. 99% of influencers say they work with brands they believe in and that share their values.
3.    Instagram continues to surge upward as the influencer platform of choice, with more than 75% of influencers of all genders ranking the platform as their favorite. Micro-influencers also ranked Instagram as the platform with the most opportunity and potential in the next 6-12 months highlighting their interest in brand collaborations through Instagram stories, posts and IGTV.
4.    Compliance is a serious concern for many micro-influencers. The most troubling issue for micro-influencers is buying followers (85% report this as their top compliance concern); while almost 70% believe falsely presenting brand sponsored collaborations is another high-ranking compliance issue.
5.    While cash is king, it’s not all about the money. 71% of micro-influencers cite value alignment as their top consideration when it comes to brand partnerships. Other key factors include whether the brand offers relevant products and services (58%); whether compensation is fair (52%); and whether there is potential for a long-term partnership (49%).
6.    Influencers take their online visibility seriously. 77% of micro-influencers spend at least three hours on social media each day. As they develop content and strategize to reach their followers, they also have to contend with frequent social media algorithm changes affecting their reach and their connection with their communities. 48% consider ensuring content visibility as the #1 challenge for influencer marketing at the moment.
7.    As micro-influencers strive to build relationships and create value, many see their social media marketing efforts as a potential full-time role. 44% of influencers want to turn their efforts into a full-time content creation gig. While Gen Z and millennials had about the same percentage of aspiring full-time content creators, Gen Z’s percentage dropped startlingly from last year’s 60.7%, possibly indicating a more measured approach to the future coming from younger micro-influencers.
8.    Influencers connect frequently and recommend the products that work for them; however, there’s still room for brands to connect and build mutually beneficial relationships. 36% of influencers are only posting sponsored content a few times a year, which means they are open to building relationships but not oversaturated with brand content.

“The study shows that micro-influencers have a strong desire to create connections, build their following and do things the right way - from following compliance guidelines to creating authentic relationships,” El-Qudsi said. “Micro-influencers have the opportunity and drive to create full-time content creation careers. To do that successfully, they’ll need to continue finding ways to demonstrate measurable value to both the communities with whom they connect and the brands with whom they partner.”

Download a free copy of the 2019 Global Micro-Influencer Study here.

Methodology

Research was conducted by SocialPubli using an online questionnaire during September 2019. In total, 2,667 influencers from Europe, North America and South America responded.

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About SocialPubli
SocialPubli is an award-winning automated platform that connects marketers with micro-influencers across Facebook, Instagram, Twitter, YouTube, LinkedIn and blogs.

Founded in Madrid, Spain in 2015, SocialPubli has consistently grown year-over-year positioning itself as one of the world leaders in micro-influencer marketing with more than 150,000 opt-in influencers in 35 countries and an audience that reaches over one billion people.

The platform enables brands to leverage the power of micro-influencers to deliver unprecedented levels of engagement and drive meaningful and authentic conversations on social media. It delivers an end-to-end software solution to identify and connect with new influencers, communicate campaign asks, approve influencer content, distribute content across social media platforms and track the analytics in real time. For more information, visit http://www.socialpubli.com or email ismael@socialpubli.com.

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Yaneiza Echezarraga
Quantica Communication
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