1 min read

On micro-influence.

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Influencer marketing is the most popular guerrilla marketing strategy of the last ten years. In 2018, 81% of marketers reported that influencer marketing was an effective strategy.

Influencer marketing generates twice as many sales as paid ads.

What makes an influencer?

It’s not all Kim Kardashian types with glossy lips and hair. Influencers are someone who speaks meaningfully to people like them and have the credibility and trust of their audience. The most impactful influencers are niche, not global. They engage and build strong relationships.

By and large, brands are doing a bad job of it:

Large-scale influencer marketing is actually on the decline, as the trust and credibility falls away thanks to a few high profile scandals. However, ‘micro-influencers’ – those closest to their target audience – are bucking that trend, as businesses start to value credibility and deep engagement over reach and quantity.

“Leadership is about influence. Nothing else.” John Maxwell


I think we should all strive to be micro-influencers. This isn’t about a large following or a flashy brand. Anyone can be an influencer, if they’re trusted and respected by the people they need to impact.

Micro-influencers are:

  • People who’s opinions are trusted and sought after

  • Someone with the power to affect the decision of others

  • Someone with a reputation of knowledge and expertise on a particular topic.

In organisations, research suggests that just 3% of people drive 90% of the conversations. That super 3% have more impact, more leverage, more visibility and are significantly more likely to make meaningful progress in their work.

If you need to move others into action, and you don’t know where to start – it might be time to start thinking about your influence.

Are you a micro-influencer in your space?

Is it time to join the 3%?