The world of marketing is changing, slowly but surely content creators around the world are spinning the globe around with many twists and the latest, connoisseur marketing has been the worst nightmare of ATL marketer’s in general.
Take a look at the world a couple of years back! If somebody asked you the best way to reach millions and millions of potential customers within a stipulated timeline where are you likely going to place your money on? I myself would have definitely gone ahead with a popular method of ATL marketing. Few years gone and tables have turned so much now! Brands are slowly realizing that Connoisseur marketing would allow you to reach out to potentially millions of potential consumers of their brands just in a matter of a few seconds through a more precise manner.
We now have you-tube millionaires, instagram celebrities and twitter influencers who carry brands to their target audiences in a much more accurate and precise manner than what ATL marketing could do during all these years. However with precision and accuracy, comes the price you need to pay for this. While these influencers grew their audiences with millions of followers coming through their platforms, the cost of engaging them in branding campaigns shot up making them a scarce resource exclusively available for a few who could afford them.
But as humans are we ever known to be limited by constraints? Well, brands identified that actually the entire bulk of followers that these influencers were not of concern for them and they were moreover interested in a specific niche segment of followers and were interested in modes specifically created to visit these followers with their content. In the search for such modes, micro-influencers started popping up. The difference was micro influence carried a lesser number of followers (ideally closer to 10 000 followers or more) but specifically targeted a group of people who had a common interest.
For an example, while one major influencer such as Michelle lewin with over 13 million followers focused generally on fitness related industry, there are Local influencers such as Gaia Kodithuwakku with a follower base of around 40 K+ who cater to a niche market in the likes of “Sri Lankan, girls pre-dominantly, who are bothered about their physique”. So while a global brand of the sort of Nike may be able to afford Michelle lewin would engage michelle for their campaigns it is highly likely a local brand like power world would engage Gaia for their brand awareness campaigns.
Kinda getting a bored over this topic now! Let’s pray that one of our team comes up with a better topic to talk about folks! Stay tuned with the blog and stay ikonized! Cheers!