🎓 Micro-influencers drive more sales (+ a surprise 🔥)
🎓 Micro-influencers drive more sales (+ a surprise 🔥)If your product is hedonic (e.g. fashion, high-end electronics), promoted posts from small influencers (10k to 100k followers) drive more sales than those of large ones (>1m followers).New to Ariyh? Join 7,592 evidence-based marketers for 3min insights 💡 based on research 🎓 to grow your business 📈 If you find these insights useful please share them with your colleagues and friends, Ariyh grows thanks to you! 📣 Launching todayAriyh is a place where experienced marketers hone their skills to the frontiers of knowledge. You are ambitious evidence-based marketers who deliver results, not fluff. 91.7% of you have some level of on-the-job marketing experience, with 66.4% of you comfortably able to execute advanced marketing campaigns*. At the same time, many of you are managers of large or small teams, CMOs, CEOs, and startup founders. You are looking for exceptional marketing talent that is very hard to find, especially in these times. But this talent is right here among Ariyh’s 7,592 evidence-based marketers. This is why today it’s my pleasure to introduce: 🔥 Ariyh’s Job BoardYou will find a carefully curated selection of highly appealing marketing roles for your next career move. Quality over quantity. Usually, there won’t be more than a dozen or so carefully selected jobs that I personally approved. Most jobs are remote or based in the world’s most appealing cities. No endless scrolling between ill-fitting roles, sketchy companies, or postings you aren’t even sure are real. The same goes for hiring managers. You can easily post your roles in 5-10min for a small fee**. I will then review the role and approve it if it’s a fit (you will only be charged if it is). Your role won’t be crowded out in an endless list of postings. Expect a small number of high-quality candidates, not a flood of ill-fitting CVs. Or scroll to the end of today’s insight to see featured jobs. *Based on Ariyh survey results from last month. It might have some response bias but hey what can you do ;) **Prices at launch are $115 for a standard posting and $295 for a premium one (featured in the newsletter). Use the coupon HIRING by the 9th of January for 20% off. 📝 IntroInfluencer marketing agencies have published quite a few content marketing pieces that claim that micro-influencers are more effective than macro-influencers (e.g. this article on Forbes or this one on Adweek). Of course, it’s clearly in their interest to say that - and we have no certainty about the quality of the stats they provide. But hey, just because it’s sketchy data doesn’t always mean it’s wrong. Here’s what the peer-reviewed scientific evidence shows (spoiler: they were partially right). P.S.: Talking about influencers, remember that storytelling friend-like influencers are better at driving sales. Previous insight: High referral rewards = worse customers (100+ more insights here) Micro-influencers drive more hedonic products sales than macro-influencersImpacted metrics: Customer acquisition 📈 RecommendationIf your product is hedonic (e.g. fashion, high-end electronics, premium hotels, restaurants), micro-influencers are more effective at increasing sales than mega-influencers. If your product is utilitarian (e.g. basic kitchen appliances, motels), the influencer’s size doesn’t matter. 🎓 Findings
People’s intention to buy when shown a post promoting chocolate (hedonic) or bottled water (utilitarian) on the Instagram accounts of @negin_mirsalehi (mega-influencer) or @hellorigby (micro-influencer) New here? Subscribe for the latest marketing research 💡 from top business schools 🎓 in 3min practical insights 📈 🧠 Why it works
✋ Limitations
🏢 Companies using this
⚡ Steps to implement
🔍 Study typeLab and online experiment 📖 ResearchPark, J., Lee, J. M., Xiong, V. Y., Septianto, F., & Seo, Y. (October 2021). David and Goliath: When and Why Micro-Influencers Are More Persuasive Than Mega-Influencers. Journal of Advertising. 🏫 AffiliationsSungkyunkwan University, University of Auckland, and University of Queensland. South Korea, New Zealand, and Australia Remember: This is a new scientific discovery. In the future it will probably be better understood and could even be proven wrong (that’s how science works). It may also not be generalizable to your situation. If it’s a risky change, always test it on a small scale before rolling it out widely. 🔥 Featured hand-picked jobsA selection of the best of the best marketing opportunities out there.
View other hand-picked marketing roles, or post your own, on Ariyh’s Job Board. Rate today’s insight to help me make Ariyh's next insights 🎓 even more useful 📈 How was today’s insight? Want to sponsor Ariyh or ask a question? -> Reach out at thomas@ariyh.com Want an evidence-based revenue boost? -> You can ask me for Personalized Recommendations. I will analyze your business and tell you exactly which new research you should use and how. New to Ariyh? -> Subscribe below or read other 3min marketing insights here |
Older messages
🎓 High referral rewards = worse customers
Tuesday, December 7, 2021
Large referral rewards (eg Get $50 if you invite a friend) boost the referral rate (+750% in one experiment) but lower the average profitability of newly referred customers (-48%).
🎓 Frame your product as the ‘gift’ in a bundle
Tuesday, November 30, 2021
Frame a product as the 'free gift' in a bundle instead of the main product (eg “Buy softener and get Ariel detergent [primary product] free”). Sales were up to 78% higher in a series of
🎓 Far is prestigious, near is mainstream
Tuesday, November 23, 2021
If your brand is prestigious, place products far from the customer or model in an ad. If your brand is mainstream, position them close.
🎓 Say “Thank you” not “Sorry”
Tuesday, November 16, 2021
After a service failure, use appreciation (“Thank you for your patience”) instead of an apology (“Sorry to keep you waiting”) to improve satisfaction, repurchases, and word-of-mouth.
🎓 The “Sold-out” effect
Tuesday, November 9, 2021
Display some sold-out options to increase quality perceptions of your products and increase sales (people said they were 22.7% more likely to buy in one experiment). Don't show too many or the
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