Micro-influencers: Chifukwa chiyani magawo a influencer amafunikira

• Author:
• Dzina la wolemba

  Quantumrun Foresight
• October 17, 2023

Chidule cha chidziwitso

Kutsatsa kwa influencer kwasintha kukhala msika wa $ 16.4 biliyoni pofika 2022, ndikuyang'ana kwambiri anthu omwe ali ndi mphamvu zochepa - omwe ali ndi otsatira 1,000 mpaka 4,999. Malinga ndi Harvard Media, ma micro-influencers amadzitamandira ndi 5% yochititsa chidwi, kupitilira magulu ena olimbikitsa. Otsatira awo odzichepetsa nthawi zambiri amawamasulira kukhala omvera omwe ali otanganidwa komanso odalirika, zomwe zimawapangitsa kukhala othandiza kwambiri pamagwirizano amtundu. Ngakhale kukayikira koyambirira chifukwa chofikirako pang'ono, deta ikuwonetsa kuti osonkhezera ang'onoang'ono ali ndi 60% yakuchitapo kanthu komanso 20% otembenuka apamwamba kuposa anzawo akuluakulu. 

Nkhani ya Micro-influencer

Kutsatsa kwa influencer kwatchuka kwambiri chifukwa cha kukwera kwa nsanja zapa media komanso chikoka cha opanga zinthu zama digito. Makampaniwa akukula mwachangu kuyambira 2016 ndipo ndi ofunika $ 16.4 biliyoni mu 2022, malinga ndi kafukufuku wa Statista. Kutsatsa kwa influencer kwagawika m'ma niches enaake, zomwe zimathandiza mabizinesi kulunjika omwe amawafuna mwatsatanetsatane komanso pamlingo wamba. 

Bungwe la influencer Harvard Media lagawa ma niches motere: 

• Nano influencers (500-999 otsatira), 
• Ma Micro-influencers (1,000-4,999), 
• Othandizira apakati (5,000-9,999), 
• Macro-influencers (10,000-24,999), 
• Othandizira Mega (25,000-49,999), 
• Ndi olimbikitsa nyenyezi zonse (otsatira opitilira 50,000). 

Malinga ndi kusanthula kwa Harvard Media, ma micro-influencers ali ndi chidwi chochita nawo 5 peresenti, kupitilira magawo ena onse. Chiwerengerochi chikuwonetsa kuti omvera awo ali ndi ndalama zambiri ndipo amadalira omwe amawalimbikitsa ndi zinthu / ntchito zomwe amavomereza. 

Pamene osonkhezera akukwera m'magulu apamwamba, monga apakati kapena ma macro, chiwopsezo chawo chimakonda kuchepa. Ngakhale kuti kuyanjana ndi munthu wosonkhezera amene ali ndi otsatira ambiri kungawonjezere kuzindikirika kwa mtundu ndi kufikira omvera ambiri, uthengawo sungakhale wokhutiritsa monga ungakhalire kwa gulu laling'ono, lochulukirachulukira la otsatira. Kuchuluka kwa omvera kungayambitse kuchulukirachulukira, kusokoneza kukhudzidwa kwa uthenga.

Zosokoneza

Kutengera kafukufuku wopangidwa ndi kampani yofufuza za data ya Morning Consult, 88 peresenti ya omwe adafunsidwa amakhulupirira kuti zowona komanso chidwi chenicheni pazokonda za omvera ndi mikhalidwe yofunika kwambiri kwa otsogolera. Chifukwa cha kutsata kwawo kochepa, ma micro-influencers ali ndi kufunikira kochepa kwa maubwenzi, nthawi zambiri amafikira kuzinthu zomwe akufuna kuti agwirizane nazo. Zotsatira zake, ma micro-influencers amatha kuyanjana ndi mtundu womwe amawakonda, kuthandizira, komanso kufuna kulimbikitsa kwa omvera awo.

Magulu ambiri amakayikira kuyanjana ndi osonkhezera ang'onoang'ono chifukwa cha kuchuluka kwa otsatira awo, zomwe zimapangitsa kuti pakhale omvera ochepa pazothandizira. Komabe, ma micro-influencers nthawi zambiri amakhala ndi ziwonetsero zapamwamba komanso zotembenuka chifukwa cha chidaliro chomwe adapanga ndi omvera awo. Malinga ndi kampani yotsatsa zapa social media Social Bakers, anthu omwe ali ndi mphamvu zazing'ono amakhala ndi ziwopsezo zofika pa 60 peresenti kuposa omwe ali ndi mphamvu zazikulu komanso 20 peresenti yosintha kwambiri, zomwe zimawapangitsa kukhala chinthu chamtengo wapatali kumakampani kuti akweze malonda awo a e-commerce. 

Pomaliza, ma micro-influencers amatha kusangalatsa omvera ndi zomwe zimayang'ana pamitu ya niche. Othandizira ang'onoang'ono oterowo amakhala ndi ukadaulo m'malo omwe amawakonda, zomwe zimawapangitsa kukhala akatswiri odalirika pamitu. Ma Brand amatha kupititsa patsogolo madera omwe akhudzidwa kwambiri, apadera.

Zotsatira za ma micro-influencers

Zotsatira zazikulu za micro-influencers zingaphatikizepo: 

• Othandizira ang'onoang'ono omwe amatsutsa malingaliro achikhalidwe oti munthu ayenera kukhala wotani, zomwe zimabweretsa m'badwo watsopano wa anthu omwe amatha kukhala atsogoleri oganiza komanso akazembe amtundu.
• Kutsatsa kozikidwa pachisonkhezero komwe kumakhala kotsika mtengo kuposa kugwira ntchito ndi anthu okonda miyambo kapena anthu otchuka, kupangitsa kuti mabizinesi ang'onoang'ono akhale okopa chidwi.
• Ma Brands atha kutsata bwino kuchuluka kwa anthu ndi misika mwanjira yachilengedwe.
• Kugwira ntchito mwaukadaulo kwamakampani otsatsa, okhala ndi makampeni okhazikika komanso ma metric kuti ayese kuchita bwino.
• Kuchulukitsa kwa ndale ndi chikhalidwe cha anthu, kupereka mau pazifukwa zofunika ndikusintha kusintha kwa madera awo.
• Mwayi watsopano wa ntchito kwa anthu omwe akufuna kugwira ntchito pazachuma cha gig, zomwe zimabweretsa kukwera kwa ma freelancers ndi makontrakitala odziyimira pawokha.
• Kufunika kochulukira kwa miyezo yowonekera komanso kuwona mtima pamagawo onse otsatsa amphamvu - izi zikuphatikizanso kutsindika kwambiri machitidwe okhazikika komanso odalirika pantchito yotsatsa.

Mafunso oyenera kuwaganizira

• Ngati mumatsatira ma micro-influencers pa social media, nchiyani chimawapangitsa kukhala osangalatsa kwa inu?
• Kodi osonkhezera ang'onoang'ono angasunge bwanji zowona ndi kuchitapo kanthu ngakhale atapeza otsatira ambiri?