#研究分享#【KOL如何看待品牌合作伙伴关系】

#研究分享#【KOL如何看待品牌合作伙伴关系】在社交媒体营销中,一个特定领域的KOL,或称为微影响者有助于推动口碑营销,能够影响更多的受众,已经成为影响力营销行业增长和发展的推动力。他们对内容创作、社交媒体使用和品牌合作怎么看?以下是调查了1000名微影响者得出的结论:1)84%的KOL每周至少推荐一次产品或服务;2)近一半的微影响者每天使用社交网络超过5小时;3)一半微影响者的目标是成为全职内容创作者。

How do Micro-Influencers View Brand Partnerships? [Report]

Despite being less known than their more prominent counterparts, micro-influencers have become a driving force behind the influencer marketing industry’s growth and development - they currently make up the largest portion of influencers and are present across multiple niches and platforms.

To better understand their perceptions about content creation, social media use and brand collaborations, we recently surveyed 1,000 global micro-influencersregistered on our platform SocialPubli.com, in order to get a better idea of their process, approach and influence.

Here's what we found.

Sponsored Content

We first asked the group about sponsored posts, and the vast majority of respondents said that they believe in the products and services they promote, and often recommend what works for them personally.

84% of respondents indicated that they recommend products or services at least once a week, with 37% doing so on a daily basis.

This is key for a successful marketing campaign, because credibility is influencers’ greatest asset, and by endorsing your product or service, they're automatically boosting brand trust. If they believe in the products and services they promote, it is very likely that their followers will do so as well.

Social Activity and Engagement

Micro-influencers understand the importance of authenticity, and of nurturing their online communities with valuable content in an approachable way. These characteristics translate into an engagement that is 7x higher than the average of mid-tier, macro and mega-influencers combined.

Social media is part of their daily routines, with 47.4% saying they spend more than 5 hours a day on social networks, and 32.5% between 3 and 5 hours. In terms of content creation, 77% publish content daily and almost half (48%) do it at least twice a day, which shows consistency in the publication of content and also leads to a deeper understanding of their audience.

Influential Ambitions

Micro-influencer campaigns, which began as a timid gamble, have become a powerful component of influencer marketing, especially among digital-native generations such as Millennials or Generation Z.

Our survey revealed that the goal of 51.6% of micro-influencers is to be full-time content creators, a figure that rises to 53.6% among Millennials and 60.7% among Generation Z respondents.

Micro-influencers, those who are in the trenches and who get to interact with consumers, big brands, small businesses, and the influencer marketing community at large, are voicing a clear desire to have a career in influencer marketing, and as such, claim their fair share in an industry that is poised to reach $10 billion by 2020.


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