Micro-influencers: perception on the relationship with followers and commercial actions that increase their involvement
DOI:
https://doi.org/10.7764/cdi.57.63765Keywords:
Micro-influencers; influencer marketing; followers; involvement; commercial actions; advertising.Abstract
Influencers are a key part of the advertising industry. Among them, those with less than 100,000 followers achieve an excellent level of engagement by building a closer and more credible relationship with their audience. As part of this study, 290 micro-influencers were surveyed about their relationship with their followers, as well as the commercial actions they can take to increase interaction. The results show that small communities are indeed useful for brands. Thus, according to the surveyed opinion, micro-influencers’ followers share their concerns and preferences; they accept and positively evaluate the commercial content they publish, and they are aware that brands give away the products or services they talk about in their content. Furthermore, there is no consensus that more followers make their work more complex, and they believe that there are areas where it is easier to create digital content. Finally, from their point of view, the commercial formats that achieve the best engagement are the audiovisual ones in which the product appears, as well as those that allow interaction, such as the question-answer formula.
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