2. Micro-influencer marketing: genuine relationships and greater engagement
Posted: Wed Jan 22, 2025 7:04 am
Micro-influencer marketing is a very valuable alternative to traditional influencer marketing.
Instead of opting for public figures with millions of followers, companies can also partner with micro-influencers. These are people with a smaller number of followers who, however, tend to be more engaged and feel more authentic than with larger influencers.
The main advantage of micro-influencer marketing lies in the trust and loyalty they have with their audience. Their followers feel a personal connection with them, which leads to higher engagement and more meaningful interactions.
When it comes to finding the ideal micro-influencers for your brand, start by researching your target audience’s interests and habits. Identify influencers who align with your brand’s values and share content that resonates with your audience. Present them with a collaboration proposal that highlights the mutual benefits of working together.
A great success story in the consumer technology sector is that of a mobile brand that partnered with photography enthusiasts to showcase the camera features of its new mobile phone. Micro-influencers shared their experiences with the phone through photos and personal stories, generating excitement and interest in the product among their followers.
GoPro
In 2015, GoPro launched the GoPro Awards , an initiative that encourages content creators to submit their GoPro videos and compete for prizes ranging from money to gear and, of course, recognition. GoPro gives micro-influencers a huge amount of freedom to be themselves and showcase their experiences and adventures. It’s a great way to engage micro-influencers.
This idea has been taken even further with the annual GoPro Creator Summit , where a select group of global micro-influencers are invited to spend a few days in prime locations to test new GoPro products and create content. By investing in real GoPro users, and not just big-name celebrities, GoPro is able to reach a massive, highly engaged audience.
3. Immersive experiences: Augmented reality and interactive content
Augmented reality technology and interactive content are highly engaging and innovative purchasing directors email database ways to spark consumers’ attention and imagination.
Augmented reality can bring products to life, allowing consumers to view and interact with them in a virtual space. For example, a fitness accessories brand can offer virtual workout sessions, incorporating a virtual personal trainer.
Interactive content, such as quizzes or surveys, is another effective way to encourage participation. By encouraging audience engagement, you can collect useful data about their preferences and behaviors. This information can be used to tailor marketing strategies and create personalized experiences that resonate with your target audience.
Check out these examples of AR and interactive content campaigns run by several leading consumer technology brands:
Pokémon GO
In 2016, the mobile game Pokémon GO took the world by storm. The game used augmented reality to place virtual Pokémon characters in real-life locations. Players had to search for and capture these Pokémon, creating an interactive and entertaining experience that attracted millions of users around the world.
Instead of opting for public figures with millions of followers, companies can also partner with micro-influencers. These are people with a smaller number of followers who, however, tend to be more engaged and feel more authentic than with larger influencers.
The main advantage of micro-influencer marketing lies in the trust and loyalty they have with their audience. Their followers feel a personal connection with them, which leads to higher engagement and more meaningful interactions.
When it comes to finding the ideal micro-influencers for your brand, start by researching your target audience’s interests and habits. Identify influencers who align with your brand’s values and share content that resonates with your audience. Present them with a collaboration proposal that highlights the mutual benefits of working together.
A great success story in the consumer technology sector is that of a mobile brand that partnered with photography enthusiasts to showcase the camera features of its new mobile phone. Micro-influencers shared their experiences with the phone through photos and personal stories, generating excitement and interest in the product among their followers.
GoPro
In 2015, GoPro launched the GoPro Awards , an initiative that encourages content creators to submit their GoPro videos and compete for prizes ranging from money to gear and, of course, recognition. GoPro gives micro-influencers a huge amount of freedom to be themselves and showcase their experiences and adventures. It’s a great way to engage micro-influencers.
This idea has been taken even further with the annual GoPro Creator Summit , where a select group of global micro-influencers are invited to spend a few days in prime locations to test new GoPro products and create content. By investing in real GoPro users, and not just big-name celebrities, GoPro is able to reach a massive, highly engaged audience.
3. Immersive experiences: Augmented reality and interactive content
Augmented reality technology and interactive content are highly engaging and innovative purchasing directors email database ways to spark consumers’ attention and imagination.
Augmented reality can bring products to life, allowing consumers to view and interact with them in a virtual space. For example, a fitness accessories brand can offer virtual workout sessions, incorporating a virtual personal trainer.
Interactive content, such as quizzes or surveys, is another effective way to encourage participation. By encouraging audience engagement, you can collect useful data about their preferences and behaviors. This information can be used to tailor marketing strategies and create personalized experiences that resonate with your target audience.
Check out these examples of AR and interactive content campaigns run by several leading consumer technology brands:
Pokémon GO
In 2016, the mobile game Pokémon GO took the world by storm. The game used augmented reality to place virtual Pokémon characters in real-life locations. Players had to search for and capture these Pokémon, creating an interactive and entertaining experience that attracted millions of users around the world.