Micro-influencers? No, it is rather Alpha consumers!

2020 has seen influencers get involved, online sales take off and social media demonstrate that they are a mirror of our daily lives and all our thoughts. Influencer Marketing has become even more meaningful and has found an undisputed place in the strategies of brands seeking to conquer new audiences.
Jan 2021


To help you prepare effectively for the coming year, we have identified, with the help of some thirty experts, some fifteen trends that will impact the Influencer Marketing market and social media in 2021. These trends are to be integrated into your strategies to make a difference on the market.

Among the predictions and trends analysed (all of which can be found in our Report “Influencer Marketing in 2021: vision, projections, and trends”), a look back at the notion of Alpha consumers which will mark the next few months.

Smaller communities, greater proximity links

40% of collaborations between KOLs and brands during containment were carried out by nano- and micro-influencers (source: Socialbakers).

We already mentioned this in a previous article, which explained in particular that the image of the influencer was no longer just that of a personality with thousands of subscribers and that brands were increasingly interested in the influence generated by consumers.

Today, this category of content creators – the nano and micro-influencers – is distinguished by its smaller community. Typically, they have less than 50 000 followers on their social networks. Another particularity is that they respond to all requests (messages, emails, and comments) and therefore maintain very strong links with their communities.

They can easily identify with their lives because it is so simple, with no glitter with the everyday worries that we can all encounter.

Aqua Mobile: activating Alpha consumers in a well-thought-out Influence strategy

Advertisers are increasingly turning to this type of profile because their proximity to their followers means that their engagement rates are very good.  Even if they don’t have millions of subscribers, these KOLs (Key Opinion Leaders) take on the role of good buddies who are always full of advice and experts in a field.

Aqua Mobile, an Indian telephone brand, for example, has set up a group of micro-influencers with which it collaborates regularly. They are considered not as content creators but as Alpha consumers, i.e. profiles that resemble the brand’s target consumers, who can give them feedback on the latest innovations. In addition to testing the product, they make it more popular on social networks.

The brand is a double winner: it has communication tools and concrete feedback to help it improve its product.

A micro-influencer, with Alpha consumer's cap, has several advantages for a brand. It can use someone's influence when they might have tested their product anyway. If the target customer is well defined and corresponds to the micro-influencer being solicited, he will like the product and will talk about it as he would naturally have talked about a product he would have bought.
Hanaé Bord - Independent Social Media Manager and micro-influencer

Nanos and micro-influencers, therefore, make themselves precious in the eyes of advertisers and could become more important in the coming months.

30 interviews and quotes from marketing professionals, KOLs, professional associations, and social platforms, 1 editorial signed by the Union des Marques will have enabled Kolsquare experts to draw the outlines of the Influencer Marketing and social media trends to be expected in 2021 and to feed the actions of professionals throughout the coming months and years.

Would you like to know more about the success factors of an Influencer Marketing campaign in 2021? Download our complete report now.