Micro-influencers: perception on the relationship with followers and commercial actions that increase their involvement

Abstract

Influencers are a key partofthe advertising industry. Among them, those with lessthan100,000 followersachieveanexcellentlevelofengagementbybuildingacloserand more credible relationship withtheir audience. As partofthis study, 290micro-influencers weresurveyedabouttheirrelationshipwiththeir followers, aswellasthecommercialactions they can take to increase interaction. The results show that small communities are indeed useful for brands. Thus, according to the surveyed opinion, micro-influencers’ followers share their concerns and preferences; they accept and positively evaluate the commercial contentthey publish, andtheyareawarethatbrands giveawaythe productsorservicesthey talk about in their content. Furthermore, there is no consensus that more followers make their work more complex, and they believe that there are areas where it is easier to create digital content. Finally, from their point of view, the commercial formats that achieve the best engagement are the audiovisual ones in which the product appears, as well as those that allow interaction, such as the question-answer formula.