Smaller Is Better: Why the Fashion Microinfluencer Will Finish on Top
Given the psychographic segment I fall under, I am without a doubt considered a Digital Native, defined as an individual raised in a digital, media-saturated world. Born in 1997, I experienced my teenage years as Facebook was in full swing, Instagram was just starting out and YouTube was privy to some of the most iconic content creators that have graced the platform thus far. This also meant that the concept of influencer was just commencing, although it certainly was not as well defined as it is today.
My initial touchpoints with the influencer movement included following the original fashion & makeup gurus such as Aspyn Ovard, Jenn Im, Samantha Maria etc. — although my perception of their videos, brand sponsorships (if any) and personal brands didn’t resonate as a form of marketing. Instead, they were women my age or older whom I could look up to, become inspired by and who, ultimately, changed the way I approached womanhood. My connection to these individuals came down to trust, likeability and aspiration — which ultimately resulted in me purchasing a few products they recommended over the years, as well as continued following to this day.
From the colossal Kardashians to ubiquitous Mommy Bloggers, the Influencer we know today has made it increasingly challenging to develop a sense of trust and authenticity similar to what I felt for my original inspos. Ultimately, with Instagram’s crackdown on Influencer fraud, the disappearance of likes as a form of social validation and overall drop in conversion rates on the platform, it is difficult to see how the current influencer movement will be sustainable for years to come. The sheer fact that influencers have seen a massive 44% decrease in engagement this past year should be enough of a warning sign for brands who continue to see influencer marketing as a simple transaction for money in exchange for sales.
Nonetheless, with the influencer marketing space expected to reach $10 billion by 2022 — up from a mere $2 billion in 2017, there is clearly still room for growth. But where? My guess: microinfluencers. And here’s why.
The Beginning of the End
In a previous article The Rise of Pivotals: Fashion Marketing for the Next Generation, I discussed digital influencers and why they are so important from a community-driven engagement perspective. The primary motivation behind this was people’s interest in connecting with like-minded individuals who share interests, beliefs and passions. However, as the Megainfluencer continues to grow disproportionally, they become harder and harder to connect with. Throw in brand sponsorship, and navigating Instagram has become as challenging as trying to shop for an outfit on an e-commerce site with poorly designed UX.
In this manner, the very reason why the influencer concept was so quick to gain traction is becoming less and less relevant in this monetized world. The three Cs that made influencer marketing so effective: Community, Connection and Creation are no longer in play. I believe the Megainfluencer movement is struggling to stay afloat for three main reasons: (1) the excessive number of brands people follow, leading to poor engagement levels, (2) the numerous (and sometimes contradicting) sponsorship agreements that each influencer takes on and (3) the copycat phenomenon, in which a number of influencers in a same industry have highly similar content, leading to saturation and inauthentic posting habits.
With this in mind, I want to challenge the current notion of the influencer by taking a more wholesome approach to the concept of the power of influence. Ultimately, the rise of the influencer comes down to people’s need for inspiration, aspiration and the opportunity to feel part of a larger community.
The OG Influencer
One of the most widely accepted concepts in marketing is the Theory of Diffusion of Innovation which states that change can be promoted in a social system through a domino effect. Center to this phenomenon is the so-called Tipping Point — the moment at which an innovation, trend or idea gains significant traction and moves from being accepted by only innovators and early adopters to growing exponentially until it is commonplace within a society. Further discussed in in Gladwell’s The Tipping Point (10/10 recommend), this process is aided by Connectors, Mavens and Salespeople. For the purpose of this discussion, I want to focus on Connectors, individuals who are typically key opinion leaders (KOLs) within their communities and bring together individuals from different backgrounds and subcultures — the Original Influencers.
Before Instagram — and even the Internet — was the main method individuals gained access to information, ideas spread through communities by relying on individuals who were respected, connected and had some sort of credibility in their field. Think school teachers, priests, doctors and hairdressers all in their own respect. Their reach may have been very different than how we define the term “influencer” today, but their resounding access to their community is what gave them (and still gives them) their influence. Think of someone like a neighborhood hairdresser. By seeing their clients once every few months, they gain access to nearly all the households in the area. An hour-long conversation with these individuals gives them face-to-face engagement time key to spreading ideas, gossip and yes, even spiking interest in a brand or product.
The parallel I want to draw here is that, although the Megainfluencer has unparalleled reach, it will never be able to develop the trust, engagement and sense of loyalty unique to individuals who are truly immersed in their communities. In order to reach the Tipping Point at which a brand will truly explode in the market, I believe that it will take individuals closer to the action with a more 1:1 connection with their audience. As the influencer space becomes increasingly saturated, only the digital influencers that have a close personal relationship with their following will break through the clutter.
The Cool Girl Factor
We all have that one friend who is always dressed to the nines and who can spot fashion trends before Zara and Sephora even have the chance. The key to winning in the Microinfluencer era is identifying these individuals within their respective communities and leveraging their authenticity and — you got it — cool girl factor to get across a brand message. It’s no longer about reaching 1M people with a single post that will most likely never be clicked on, but rather betting on individuals that are able to connect with those around them — friends, family, collagues — in a manner that is brand consistent and that boasts significant returns. Leading a tribe of brand-obsessed consumers is key to building a successful movement in the beauty and fashion industries today, and Microinfluencers have become the true Connectors crucuial to the growth of these tribes.
Players like Bite Beauty and Glossier have had exceptional foresight in developing Ambassador programs in which individuals like myself or you can become voices of the brands in their own networks, building cult followings from the ground up. By allowing the ambassador to take a commission and offer a discount to their networks, this creates a genuine incentive for people to try out a product that someone they know and trust is supporting.
In the end, what does this mean for brand and social media managers? First of all, don’t settle for paying thousands of dollars for an Instagram celebrity to feature your products on their profile, sandwiched between Key Competitior #1 and Key Competitior #2. Instead, speak to your employees, your customers and your own networks. Who are they influenced by? Where do the majority of their product recommendations come from? You’ll be surprised to find out that it’s usually those closest to them — a friend from highschool’s blog, their mother or their best friend with a cute Insta feed.
Focus on the people who are trusted to tap into these communities with on-the-ground influence… and hit the ground running.
