Why micro-influencers outperform celebrities when leveraging UGC for e-commerce

on Feb 19

Co-founder and CEO of Vyrill.com, a google for video that empowers commerce for marketers and brands.

Many people think big celebrity influencers are the big catch when fishing for growth. Statistics show that the contrary is true. It is the micro-influencer dishing up the larger share of payoffs.

This is great news for Vyrill whose powerful, in-video search and content marketing tools help brands find and leverage user-generated video content.

"User-generated content continues to prove itself as one of the most powerful tools in a marketer’s arsenal," according to TINT whose recent article Big List of User-Generated Content Stats, January 28, 2021 highlights the mind-blowing numbers on the trend;

Micro-influencers are here to stay.

As influencer marketing continues to evolve, more and more marketers are finding that uber-influencers with their enormous followings are not driving action like they used to. Micro-influencers activated en-masse are more engaging, higher performing, and cost-effective alternative to digital celebrities.

• 75% of marketers are currently working with micro-influencers. (State of UGC 2021 Report)

• 300% increase in the number of micro-influencers used by companies since 2016.

• Only 14% of influencers are fully compliant with the Federal Trade Commission and the Competition and Markets Authority.

• Micro-influencers see 7x the amount of engagement over mega-influencers, and that number is even higher on TikTok.

What’s the use of an Influencer Campaign?

• 40% of companies run influencer campaigns to spread awareness.

• 36% of companies use influencer campaigns to drive sales.

• 24% of companies use influencer campaigns to specifically encourage and obtain user-generated content.

• 47% of marketers will spend their influencer budget on micro-influencers.

While there's a fascination with celebs, fans see more of themselves in their favorite micro-influencers who are just regular folks sharing their passion online.

If 80% of social media livestream viewers say they’re likely to buy a product as a result of the endorsement of their favorite influencers, we can all agree it's a smart business move to harness the power of user-generated content.

Vyrill helps brands do just that.

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