Local promotion through Micro-influencers

The new marketing force of the future

Artificial Intelligence is a concept that can be summarized in a simplistic way as “machines that can learn to perform certain tasks in an increasingly intelligent way”.

The AI ​​technology we are most focused in is Natural Language Processing (NLP), this technology gives the possibility to integrate the power of machine learning into messaging Apps, in order to understand requests from users expressed in common natural language.

This system will build new models to interface with IT, all made possible by neural networks that can be trained. A whole new level of marketing sophistication will be offered, particularly for influencer marketing, bringing a more scientific approach to influencing businesses and places to maximize return on investment (ROI).

There is undoubtedly a disparity between SMEs and large multinational corporations: the latter, with high budgets, are in a unique position to demand the attention of social platforms, while those who do not have large capital are in a disadvantaged position. Internet and share economy services are presented as available to anyone and able to bring about real changes and the possibility of increasing their visibility. But is this really true? According to Statista, social media marketing spending amounts to about $ 13.5 billion in the United States alone in 2017.

In 2018, brands will increasingly use their spending power to collaborate with social platforms, also to help them teach their traditional creative teams to develop social content. But are there any feasible solutions even for SMEs?

What will the marketing force of the future be? Microinfluencers

Ok, ok… but who are Micro-Influencers?

Micro-influencers are defined as people with a social media follow-up of around 1,000–100,000 followers, who maintain a medium or small audience, but they build an excellent trust relationship with their followers.

When determining friends and “nearer” acquaintances, 1,000 followers are enough to have a “weight” on Instagram for example. Unlike influencers, who count several hundred or millions of followers, micro-influencers establish themselves as opinion leaders in one or more specific sectors. Each of these micro-influencers will in turn be followers of other influencers in other areas of interest, structuring the entire digital network as a network where you can potentially find the right advice whenever you search it.

Between 20% and 50% of purchases take place behind the phenomena of the “word of mouth”.

Big influencers usually focus on a very large audience and make commercial agreements with third parties trying to expand their followers pool more and more. They do this through the release of smart contents or covert marketing campaigns aimed at making product placement by hiding it under the friendly image they have established with their audience.

Localflow allows to overcome what they call the “paradox of the authenticity of the influencer”, the idea that people with more followers are less authentic. It’s obvious that the people closest to you have more influence on the decisions you make, thus the more an influencer increases their follow-up, the less importance they have for their audience. Otherwise, any user who wants to become a micro-influencer in a local group of Localflow, remains clearly linked to its territorial area, limiting its ability to quit its role as an opinion leader of the territory. This approach, though with defined limits, actually goes to make the most of the ROI for the local promotion of services and events, reducing at most the possibilities of forcing the “ game ” of the visibility widening and consequently reduction of the relationship of trust that normally occur with social networks.

That’s why the rates of involvement diminish over the number of followers above 1k. According to a study conducted by Markerly, a profile with 1,000 followers records an engagement rate of 8%, while a base fan composed of 10,000 users drops to 4%. As the number of followers increases, the engagement rate decreases, reaching 1.7% with 1 million fans.

Instagram Like Rate vs. Followership (source Markerly)

Instagram Comment Rate vs. Followership (source Markerly)

It turns out that a profile with fewer than 1,000 followers gets around 6 times more comments and likes than a profile with more than 100,000 fans. They reach a more targeted audience.

Influence is power. But the attention is even more…

Localflow is the first service that pays attention to local niches and to the network of advice and opinions that every member of that community can make available to the community. The role of micro-influencers in the most popular social platforms, however, is rewarded little, increasingly delineating a remarkable gap between the monetization that manages to derive the great influencer with a less trusted audience than the micro-influencer with a smaller audience but more trusted.

The purpose is not just getting “eyes and ears”; but getting “eyes and ears” that care!

Our promotion system is based on including all the protagonists of a particular local area, developing these principles:

Do not market to them, market with them . Using the Localflow chatbots you will be able to receive feedback on your products, naturally stimulated by the community. Influencers will manage conversations and promotion of your product or service by freely sharing their impressions and becoming an active part of the promotion chain. The rewards with EWA token will guarantee and stimulate a virtuous and correct attitude of the platform, keeping as many resources within the local areas;

. Using the Localflow chatbots you will be able to receive feedback on your products, naturally stimulated by the community. Influencers will manage conversations and promotion of your product or service by freely sharing their impressions and becoming an active part of the promotion chain. The rewards with EWA token will guarantee and stimulate a virtuous and correct attitude of the platform, keeping as many resources within the local areas; Smaller is better . Our micro-influencer are encouraged to act within the specific area where they work or spend most of the day, having the opportunity to meet their followers, during their events or through their services and to have a credibility that is not only virtual but real. Thus, even if every single local community could be smaller, overall they certainly have some impact;

. Our micro-influencer are encouraged to act within the specific area where they work or spend most of the day, having the opportunity to meet their followers, during their events or through their services and to have a credibility that is not only virtual but real. Thus, even if every single local community could be smaller, overall they certainly have some impact; Break down barriers of consumer-created content . Each influencer is in turn a follower of other influencers, and each Localflow user is a content creator in the field. To get the most interesting content from consumers, we need to treat them as intelligent and experienced individuals who should be rewarded for their work. With Localflow the creation of events and services is fast and intuitive, allowing anyone to share their content. Localflow will also stimulate the creation of content through campaigns that will reward users for creating quality events;

. Each influencer is in turn a follower of other influencers, and each Localflow user is a content creator in the field. To get the most interesting content from consumers, we need to treat them as intelligent and experienced individuals who should be rewarded for their work. With Localflow the creation of events and services is fast and intuitive, allowing anyone to share their content. Localflow will also stimulate the creation of content through campaigns that will reward users for creating quality events; Authentic Relationships . To be effective, influencers must approve a product because they like it, not because they have been compensated. Feedback on influencers in Localflow is direct and conversational. There are no like, reported followers, or any number that defines each user as more influential. The influence must be conquered each time by participating actively in public or private groups, talking to their followers and proposing services or events to the community where everyone has the opportunity to get to know each other. The revolution of Localflow is to go from “show and appear” to “conversing and getting involved”: everyone is able to conquer the definition of opinion leader at any time if he is able to do so;

. To be effective, influencers must approve a product because they like it, not because they have been compensated. Feedback on influencers in Localflow is direct and conversational. There are no like, reported followers, or any number that defines each user as more influential. The influence must be conquered each time by participating actively in public or private groups, talking to their followers and proposing services or events to the community where everyone has the opportunity to get to know each other. The revolution of Localflow is to go from “show and appear” to “conversing and getting involved”: everyone is able to conquer the definition of opinion leader at any time if he is able to do so; Highly automated reward system. EWA token rewarding is done by both the main LocalflowBot chatbot, through the LocaldropTM distribution model and by each business according to the amount they allocated for their local promotion campaigns. The philosophy is that if you pay too much people, they may feel compelled to say something positive about your brand, whether that is their true feeling or not. The smaller the sphere of influence, the less likely it is that each influencer exploits it in a non-virtuous or honest way. Every micro influencer of the Localflow network is important, defining us as an empowerment company.

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