Cabanga ukuthi othile uyaskrola ku-Instagram bese ekhubeka kokuthunyelwe mayelana nomkhiqizo omusha we-skincare. Umuntu okhuluma ngakho akayena usaziwayo. Abanazo izigidi zabalandeli noma uhlelo lwe-TV. Umuntu ovamile nje, mhlawumbe onabalandeli abangu-8,000, ababelana ngolwazi lwabo lokwethembeka. Ngandlela-thile, kuzwakala kuhlukile. Okwangempela okwengeziwe. Uthembeke kakhulu.
Manje, cabanga wona lowo mkhiqizo uphushwa usaziwayo omkhulu. Kungase kubukeke kukhazimulayo kodwa kungezwakali kuyiqiniso. Lona ubuhlakani obuthule bama-micro-influencers. Laba bantu abanabalandeli abancane baveze isikhala ezinkundleni zokuxhumana lapho ukwethembana nokuxhumana kudlula ukuphelela okupholishiwe.
Amathonya amancane aphenduka isikhali esiyimfihlo samabhizinisi sokwakha ubudlelwano bamakhasimende bangempela. Qhubeka ufunda ukuze ufunde ngama-micro-influencer nokuthi yini okufanele uyicabangele lapho ukhetha angcono kakhulu ongasebenza nawo.
Okuqukethwe
Iyini i-micro-influencer?
Kungani amabhizinisi ephendukela kuma-micro-influencers
Ungayithola kanjani i-micro-influencer efanele
Izinselelo ezi-3 okufanele uzikhumbule
Ukuvala
Iyini i-micro-influencer?
Noma ubani onabalandeli abangu-1,000 kuya ku-10,000 ezinkundleni zokuxhumana uwela ngaphansi kwesigaba se-micro-influencer. Ababona abantu abathonya usaziwayo noma amagama omndeni—impela bangabantu bansuku zonke izethameli ezisendaweni ethile ezibathemba ngokujulile.
Isibonelo, umfundi wasekolishi angabelana ngeziphakamiso zemfashini ezithengekayo, noma umama ohlala ekhaya onikeza amathiphu okuphatha ikhaya elisebenzayo. Okwenza amathonya amancane ahluke izethameli zabantu abanomqondo ofanayo ababakhe ngokuqukethwe okuthembekile—hhayi ngoba bedumile.
Qaphela: Ama-Micro-influencer nawo alungile ngoba ahlobene ngokwanele ukuze abalandeli babo bakhathalele izincomo zabo, okuholela ekuqwashiseni umkhiqizo kangcono.
Kungani amabhizinisi ephendukela kuma-micro-influencers
Kunezizathu ezimbalwa zokuthi kungani amabhrendi ethutheleka kuma-micro-influencer. Nakhu ukuhlukaniswa okulula:
1. Bazizwa bengokoqobo
Abanye abathengi kungenzeka babukele isikhangiso sikasaziwayo base becabanga, “Ingabe bayawusebenzisa lowo mkhiqizo?” Ngamathonya amancane, lokho kungabaza akuvamile ukuba khona. Okuqukethwe kwabo kuzwakala okomuntu siqu futhi akwenziwanga. Uma bekhuluma ngomkhiqizo, kuvela njengokwangempela—futhi lobo buqiniso buyigolide ezweni lanamuhla lokumaketha.
2. Amazinga angcono okuzibandakanya
Abantu abaningi abaqapheli ukuthi uma izilaleli eziningi zinethonya, abalandeli babo bavame ukuzibandakanya kancane. Akuvamile ukuthi abagqugquzeli be-mega babe nezigidi zabalandeli kodwa bathole ukusebenzisana okuncane okunenjongo.
Ngakolunye uhlangothi, ama-Micro-influencers axhumeke ngokujulile kubabukeli babo. Baphendula kumazwana, baqale izingxoxo, futhi bakhe ubudlelwano. Lolu hlobo lokuzibandakanya ludonsa imiphumela yangempela.
3. Bakhuluma ezindaweni ezithile
Ama-Micro-influencer ngokuvamile angochwepheshe endaweni eyodwa, noma ngabe amaresiphi asekelwe ezitshalweni, ukujima kwasekhaya, noma imfashini esimeme. Abalandeli babo babelana ngalezo zinto abazithandayo, okubenza babe izethameli eziphelele zemikhiqizo elingana kulawo ma-niches. Esikhundleni sokumemeza esikhaleni, amabhizinisi azokhuluma ngqo nabantu asebenentshisekelo.
4. Ayathengeka
Ukusebenzisana nosaziwayo noma i-top-tier influencer kungabiza amakhulu (uma kungenjalo izigidi) zezinkulungwane zamadola. Kodwa ama-micro-influencer athengeka kakhulu. Abaningi bayakujabulela ukusebenzela imikhiqizo yamahhala, izimali ezincane, noma ubambiswano olusekelwe ikhomishini. Emabhrendi amancane, lokhu kwenza ukumaketha kwabathonya kufinyeleleke ngaphandle kokwephula ibhange.
Ungayithola kanjani i-micro-influencer efanele
Ngakho-ke ama-micro-influencer azwakala emuhle. Kodwa amabhizinisi ayithola kanjani efanele? Akulula njengokukhetha umuntu onabalandeli abambalwa. Nakhu ongakubuka:
1. Izinga lokuthembisana
Ungalokothi uhlanganyele nomuntu onethonya (okuncane noma i-mega) ngaphandle kokuhlola izinga labo lokuzibandakanya. Yimethrikhi ebaluleke kakhulu, ebonisa ukuthi izethameli zomgqugquzeli zisebenzisana kangakanani nokuqukethwe kwazo.
Ngakho-ke, amanani okuzibandakanya aphezulu asho ukuthi izethameli zibandakanyeke kakhulu futhi zithembekile, kuyilapho izinga eliphansi lingase lisho ukuthi abagqugquzeli banezibalo zabalandeli eziboshiwe. Nansi indlela elula yokukuhlola: engeza konke ukuthanda namazwana kokuthunyelwe kwabo, bahlukanise lokho ngabalandeli babo, bese uphindaphindeka ngo-100 ukuze uthole iphesenti.
Ngakho-ke, ake sithi i-micro-influencer inesilinganiso sokuthandwa okungu-500 namazwana angu-800 nabalandeli abangu-2,000. Nakhu ukuthi izinga lokuzibandakanya lizobukeka kanjani:
(500 + 800) / 2000 x 100 = 65
Ngakho-ke, i-micro-influencer inezinga lokuzibandakanya elingama-65%. Uma amabhizinisi engafuni ukwenza izibalo mathupha, angasebenzisa amathuluzi afana ne-Afluncer ukuze abone izinga lokubandakanyeka komgqugquzeli ngokubuka kanye nje.
2. Ikhwalithi yokuqukethwe
Ngisho noma ama-micro-influencer enamazinga aphezulu okuzibandakanya, kungase kube ukusebenzelana okungalungile. Kungenzeka ukuthi benza okuqukethwe kwekhwalithi ephansi, okubangela abantu ukuthi basabele kabi (okubala njengokuthembisana). Ngakho-ke, amabhizinisi kufanele abheke ikhwalithi yokuqukethwe.
Amabhizinisi kufanele ahlole ukuthi okuqukethwe komgqugquzeli kuyikhwalithi ephezulu futhi kuyahambisana yini. Ingabe banazo izithombe ezicijile? Ingabe amazwibela anenhloso futhi ayaheha? Ingabe amavidiyo enziwe kahle? Le mibuzo izosiza amabhizinisi azi ukuthi ikhwalithi yinto angasebenza ngayo.
Kodwa kukhona okwengeziwe. Into yokugcina okufanele uyihlole lapha isitayela sabo sokuqukethwe. Uma ingaphelelisi ibhizinisi, ukusebenza nalowo mgqugquzeli akudingekile. Okuqukethwe kwekhwalithi ephezulu kuzohlala kwenza umbono ongcono kunekhwalithi ephansi.
3. Izinga lokukhula komlandeli
Ama-Micro-influencer anethuba lokuzuza abalandeli abaningi, ngakho abathengisi bangabheka ukuthi bakhula ngokushesha kangakanani. Ukungaguquguquki, ukukhula kwemvelo kungaba uphawu oluhle lokuthandwa nokubaluleka kwazo okwandayo. Uma zinokukhula okungaguquguquki, okungokwemvelo, kungasho ukuthi okuqukethwe kwazo okuqinile, okuhehayo kuheha abalandeli bangempela. Nokho, qaphela ukweqa kungazelelwe ezinombolweni zabalandeli—kungaba ama-bots noma ama-akhawunti athengiwe.
4. Izibalo zabantu
Ngemva kokuhlola ukubandakanyeka kanye nekhwalithi yokuqukethwe, umbuzo olandelayo uthi: Injani i-demographic yabo? Le ngxenye yilapho amabhizinisi amakhulu ezethameli zabagqugquzeli, egxile ezintweni ezifana neminyaka, ubulili, izintshisekelo, kanye nendawo. Iyona kuphela indlela yokuqinisekisa ukuthi abalandeli babo bafanisa izethameli eziqondiwe, okwandisa amathuba okuba imikhankaso ishaye into ecokeme.
5. Ubuqiniso nokwethembeka
Noma ngabe i-micro-influencer idlula zonke lezi zici ezintathu ezingenhla, konke kuzoba yize uma bengenakho ukwethembeka. Ubuqiniso yikho konke ekukhangiseni kwe-influencer, ngakho-ke amabhizinisi akumele angabaze ukubheka ukuthi umgqugquzeli ubonakala eyiqiniso kangakanani.
Bona ukuthi basebenzisana ngendlela enenjongo nezethameli zabo uma izincomo zabo zikholeka, nokuthi okuqukethwe kwabo kufanelana ngokwemvelo nesitayela sabo. Abathonya abazizwa bengokoqobo kungenzeka ukuthi bathole ukwethenjwa futhi bakhuthaze isenzo.
Izinselelo ezi-3 okufanele uzikhumbule
Ama-Micro-influencer ayamangalisa, kodwa awasona isisombululo somlingo. Nazi izinselelo ezimbalwa amabhizinisi angase abhekane nazo:
- Abalandeli mbumbulu: Ngokudabukisayo, abanye abathonya bagcwalisa izibalo zabo ngama-bots. Sebenzisa amathuluzi afana ne-Social Blade ukuze uqinisekise ubuqiniso bawo.
- Izinga lokuqukethwe liyahlukahluka: Akuwona wonke ama-micro-influencer ongumdali wokuqukethwe ochwepheshe. Zilungiselele ukunikeza isiqondiso esithile uma sidingeka.
- Isikhathi esiningi: Ukuphatha ama-micro-influencer amaningi kungaba umsebenzi omningi. Qiniseka ukuthi usukulungele ukutshala isikhathi.
Ukuvala
Abathonya abancane bangase bangabi nalo udumo losaziwayo bohlu olu-A noma ukufinyelelwa ngabathonya abakhulu, kodwa lokho abangenakho ngezinga, bakwenzela ubuqiniso. Ikhono labo lokuxhumana nezithameli mathupha lizenza zibe elinye lamathuluzi asebenza kahle kakhulu ekukhangiseni kwesimanje.
Abathonya abancane bangakwazi ukushayela imiphumela yangempela kumabhizinisi azimisele ukuthola ozakwethu abalungile—noma ngabe lokho ukuthengisa okungeziwe, ukusebenzelana okungcono, noma ukuxhumana okuqinile namakhasimende. Abantu bayabethemba abantu. Futhi yilokho okwenza ama-micro-influencer abe namandla kakhulu.
