Are Microinfluencers the New Favorite Child?

In an increasingly saturated influencer landscape, the micros are coming out on top. Microinfluencers, aka influencers with between 10,000 and 100,000 followers, are steadily gaining popularity in fashion and beauty, according to Launchmetrics’ annual State of Influencer Marketing report. The 2019 report surveyed marketing, communications and public relations professionals from the fashion, luxury and beauty sectors, as well as influencers. Of those surveyed, 45.5 percent said they prefer working with microinfluencers. In a statement, Michael Jais, chief executive officer of Launchmetrics, declared influencer marketing more than just a trend. It is “a critical part” of companies’ marketing strategies, he said. “Now that some time has passed, we have witnessed that this ‘trend’ was not as brief as some claimed, and that it has in fact stabilized and become a common professional practice within our sector,” he said. “It is now a critical part of brands’ marketing strategies, and brands are investing heavily. It’s no longer a question of ​if​ brands should be engaging with these new channels, but ​how.​” The Launchmetrics report found that 80 percent of professionals said they work with influencers — a number that increases every year. The majority of respondents said awareness was the goal for which their influencer campaigns

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