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The term “mommy blogger” has become a bad word in the influencer marketing space. Influencers – even those who may be proud moms, and who blog about being moms – don’t want you to call them “mommy”. And advertisers cringe at the thought of placing their brands in the hands of a “mommy” – they want to work with professional, influential content producers.
The word “mommy” was unnecessarily tagged on to the word “blogger” and both sides are uncomfortable with it. Do we add “mommy” or “daddy” to the titles of other professionals? Though I know that many of them are parents and they cater to families, I don’t think of the local small business owners that I interact with as “mommy doctor”, “daddy ice cream shop owner”, etc. Nor do we talk about the likes of Steve Jobs, Bill Gates, and Mark Zuckerberg as “empire building daddies”.
Clearly, I don’t like the use of “mommy” or “daddy” in professional monikers. I think we can all agree that adding “mommy” or “daddy” to a title is a way of diminishing someone’s value.
So, I’ve been very happy to hear a newer term being used more and more: Micro-Influencer.
This term is SO perfect in so many ways. Here’s why I love it…
Micro – Size Matters
“Micro” – sure, it means “small”… but not in a bad way. Micro is mighty. It’s small and packed with power. That is the perfect way to describe these influencers.
Micro influencers aren’t huge. They don’t have household names and millions of visitors each day, but man – the people who follow them are rabid fans. They LOVE these influencers and their passion for their chosen niche and they hang on their every word.
If you’re an advertiser targeting a niche – this should sound absolutely juicy to you. You should be drooling at the opportunity to work with a handful of influencers who have the attention of your tribe. You should expect to see small traffic numbers. You should expect to see followers in the hundreds, not millions.
You should be drooling at the opportunity to work with a handful of influencers who have the attention of your tribe.
You should NOT be playing the old numbers game. You don’t need a site with 100k visitors, with a 10% impression rate, giving you 1,000 potential viewers, 2% of whom may click-through, and 1% of those 200 to convert, netting you 2 sales.
Throw that formula away.
You need a Micro Influencer with 10, 100, 1,000 die-hard fans who will hear your message from someone they truly admire, and strongly consider purchasing your product now or in the future.
Adjust your mindset for this channel: Micro is mighty. The smaller – the better.
Influencers – It’s not just about having a blog
So, the “mommy” part of “mommy blogger” is troublesome, but so is the “blogger” part. Sure, many Micro Influencers have blogs, write blog posts and publish content to their blogs. But so do a lot of other people and companies… being a “blogger” isn’t really all that special, nor does it qualify someone as an influencer.
Influencers do as their name suggests – they influence. Influencers create and distribute influential content. Some of it ends up on their blog, some of it goes through email, some goes through social media channels. Some of those social media channels are “owned”, like their Twitter feed or Instagram feed… others are shared such as Facebook groups and online forums.
Influencers create and distribute influential content.
This is an important distinction for advertisers to consider when choosing influencers to work with. Do they blog? Or do they create compelling, passionate content that has the power to influence readers?
Check out their blog and social feeds before working with them. Does their content interest you? Are you excited about having your product mentioned the way they’ve done it for other brands? It doesn’t matter if they’re reaching one or one million visitors if their content doesn’t have the potential to influence someone – it’s not worth working with them.
Micro Influencers are not all women
Yes. The majority of influencers that we know, and that most of you will work with in the coming year are women.
Why? Simple – women make most of the purchase decisions for their households, and as humans, we inherently trust people that we feel are similar to ourselves – so women trust what other women tell them. It also helps that women tend to be better communicators than men, and more interested in telling stories and taking opportunities to connect with others than in stating facts.
Now, that being said… there are plenty of men in the Micro Influencer crowd. As with women, men trust what other men tell them.
For products and niches that are strongly favored by men – sports, cars, technology, travel, gaming, hunting, fishing, beer, men’s fashion, hobbies, grilling, etc. – male Micro Influencers reign. They are mighty and creative. They know how to talk to their audience (your ideal customers) using the right amount of words and the exact look that hooks them. They know how to make guys think, “I want to be THAT guy.”