Troy Paul, co-founder and CEO of SGG Media, walks us through the benefits of using micro-influencers and the importance of creating localised content when looking to engage with sports fans.
As social media continues to evolve, so does the way sports brands and companies use it for marketing. The old model of throwing money at macro-influencers and celebrities has become dated, with business beginning to realise the power of using micro-influencers to reach their intended demographics.
Brands are now starting to utilise the power of micro-influencers. They create a direct link between sports brands and their intended audience, start organic conversations, and share a unique bond with their audiences that ensures trust and reliability.
Sports, more than any industry other than perhaps fashion, is in a great position to benefit from micro-influencer marketing. Take a sport like football, for example. The NFL has 32 teams, each with a unique fanbase spread all across the United States.
If you want to reach fans of a specific club, using a macro-influencer can be extremely costly. You would likely have to pay a club legend or a current player to do this. However, using a micro-influencer based in that club’s city, whose content is geared 100% towards that fanbase, is a much more cost-effective approach.
Likewise, if you are attempting to promote or sell a service, micro-influencers can directly access your target demographic. There are thousands of excellent fitness micro-influencers out there, so if you are a chiropractor, personal trainer or physiotherapist looking to connect with your target audience, these can be the most efficient way.
Cost is always a major factor when advertising, and micro-influencers can are an excellent way of cutting costs. Companies invest far too much money in celebrities and ex-athletes when they could simply use a micro-influencer for a fraction of the price. While the potential audience may not be as big, it is much more focused and is certainly a case of quality over quantity.
In our experience, working with micro-influencers can also foster a more harmonious and creative advertising environment. Macro-influencers and celebrities can be restrictive in the way that they approach marketing. They can be tied in with other deals and brands, meaning you can find yourself jumping through a lot of hoops to complete a campaign.
Micro-influencers, on the other hand, are much less restricted and often want to play a part in the creative process. They are content creators themselves and know what their audiences want to see. This can lead to some really creative and impactful marketing.
This need for a genuine bond between micro-influencers and their followers is essential, and it is something that can really help to sell a product. Young people have grown up with social media and are quick to spot an ad that is disingenuous or contrived. Celebrity endorsements no longer hold the same power they are used to, with people looking for more sincere recommendations from people they trust. Micro-influencers live in the same world as their followers, something which makes them infinitely more relatable to their audience. This reliability is a huge selling point, especially when it comes to selling fitness products or services.
Shared experiences and a sense of community are also an essential part of the current online climate. People want to feel connected to those that they follow and the brands that they use. Micro-influencers promoting a brand give people that opportunity. Micro-influencers and content creators have built like-minded communities that want to share their experiences. They are often seen as community leaders in this respect, and their opinions are highly respected.
While there is no denying that celebrity endorsement will still be incredibly effective for some companies, it is no longer the best route for many. Small and medium-sized businesses can level the playing field somewhat by tapping into the extraordinary network of micro-influencers available, while larger businesses are also starting to see the benefits of doing so, especially to their bottom line.