In case you haven’t heard, Merriam-Webster dictionary's word of the year for 2017 is "feminism." The article points to everything from the Women's March on Washington, DC in January to Kellyanne Conway saying during an interview that she didn't consider herself a feminist as reasons they selected this word. And I don't agree Merriam-Webster's decision. I think that selecting this term is merely a response to the #MeToo movement, but that's an entirely different blog post.
If it were up to me to decide, I would have declared the word of the year for 2017 as “influencer.” Not a day goes by that I don’t hear this term, often multiple times a day, and it seems to have been a hot topic for this year.
These stats are very moving, when it comes to using influencers, especially if millennials are one of your target markets.
But what is a micro-influencer? Payne says: “Micro-influencers are social media users -- unlike typical celebrities, experts, or public figures. They're individuals who work or specialize in a particular vertical and frequently share social media content about their interests. Unlike traditional "influencers," micro-influencers have a more modest number of followers -- typically in the thousands or tens of thousands -- but they boast hyper-engaged audiences.”
And, his seven questions you should ask (yourself) before using a micro-influencer include:
What are your goals?
Who are the micro-influencer’s followers?
Is the micro-influencer already a fan?
How engaged is the micro-influencer's audience?
What kind of content does the micro-influencer produce?
Are they working with your competitors?
How many platforms do they use?
I think these are all great questions to not only ask yourself but to also ask the influencer (or micro-influencer) as well. And before moving forward the responses to both should align.