Case Study: Micro Influencers X Matches Fashion

The rising popularity of the influencer phenomenon has led to individuals acquiring hundreds of thousands of followers over time, but in the current digital landscape there is a surge in influencers with far less of a following who are gaining traction when it comes to booking campaigns and becoming the new brand ambassadors.

Matches Fashion’s content strategy taps into this concept of micro influencers and digital leaders within the fashion and lifestyle industry. This forward-thinking brand has started to utilise micro-influencers for instagram and blog campaigns in order to promote their brand to a wider, yet more targeted audience. Running integrated campaigns across all social media platforms with the inclusion of video content, photography and portraits, interviews, an article and product placement.

Why should brands invest in Micro-Influencers?  

According to a survey conducted by Markerly, there is a direct correlation between a micro-influencer’s following and their engagement percentage per post. Not only is utilising this subset of tastemakers for marketing purposes significantly less costly when compared to working with celebrities, but micro-influencers often have a more niche audience. When brands utilise a handful of micro-influencers for a campaign, for example, their reach is vast but also concentrated.