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To help market their mason jar rack, the team behind Mason Jar Storage reached out to micro-influencers – social media personalities with relatively small but loyal and engaged niche audiences.

The move to tap influencers in the canning, home crafts and cooking verticals proved successful, according to Alon Popilskis, who handles marketing for Mom’s Mason Jar Rack, a product developed by a small Los Angeles-area business called Otter Lab.

“We decided to work with micro-influencers as opposed to larger-scale influencers due to budget as well as due to the fact that micro-influencers, even though they have smaller audiences, have a more engaged and targeted following, leading to better use of money spend,” Popilskis said.

Unlike celebrities with hundreds of thousands or millions of social media followers, micro-influencers may have anywhere from 1,000 to 50,000, possibly more. While the exact numerical definition varies among experts, statistics suggest smaller niche players may wield more influence when it comes to effective social media marketing.

Micro-influencers drive engagement, which is key in influence marketing, according to digital marketing solutions firm MediaHub. Retail and entertainment clients saw about 50 percent higher engagement using micro-influencers, the firm said last year in a post on its parent organization’s website.