The form of marketing is changing. If initially we trusted advertisements, now we trust influencers who talk about different types of products. These days, influential people are becoming increasingly popular because people trust them more than traditional marketing on TV or in magazines. They are people like you, but have a large number of followers on social media.

It is important to remember that an influential person can have a small number of followers, but still be more influential than others who have a large number of followers. This is because the audience emphasizes seeking genuine voices that can resonate in specific markets and communities. For the millennial generation, authenticity is also very important because they are the largest market for purchasing online products and they need to seize it.

Another thing to remember is the participation rate. According to the data from the Corporate Financial Institute, the participation rate refers to the degree of interaction between the content created by users and their followers. This means that engagement can be higher or lower, depending on the number of followers and how one interacts with the audience. In fact, enterprises seeking influencers must pay attention to the number of followers, because sometimes people with a large number of followers may be transformed into false engagement and brand promotion, while small followers may be transformed into trust and good engagement.

Micro-influencers have approximately 10,000 to 100,000 followers. They are mostly fashion bloggers, travel bloggers, tech reviewers and lifestyle bloggers. The audience regards them as experts in specific fields. Suppose you are a technology student and want to set up a channel about the importance of recycling in the technology industry. You will see that your audience will be half tech enthusiasts and half environmentalists, who think this is a good idea. You will understand your audience and you will devote your creativity to such topics. It is important to understand both so that you can create the target content.

It is easier to work with micro-influencers because they are cheaper than celebrities or macro influencers. In addition, influencers create brand awareness in specific markets or communities. Then, when you use micro influencers, the participation rate is higher than when you use macro influencers.

According to marketers, it's good to use micro-influencers in your activities because the interaction with their followers is higher than that with macro-influencers. This proportion is as high as 85%, and it is cheaper than managing a campaign with macro influence. They create brand awareness in specific fields so that people can start to pay attention to the brand.

Then comes the authenticity of the brand and influence. We must always remember that the bond between influencers and their followers is based on trust. If they think you are trustworthy, they will help you build a fan base. Followers are the people who help you gain popularity. Collaborating with zero-waste and technology brands will help you build an audience. It is always important to maintain authenticity, because if you lose authenticity, you will lose credibility.