Changes in consumer behavior

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With the popularity of digitalization, social media has become the main way for consumers to understand brands and evaluate products. Data from Google shows that unlike the previous single-channel decision-making model, more than 80% of shoppers used more than three channels (such as search, video, and social media) within two days during the purchase process. It shows that multiple channels including browsers, social media, and YouTube are involved in the consumer purchase journey.

Under this trend, social word-of-mouth marketing australia consumer mobile number list is particularly important. Many consumers rely on reviews and recommendations in the community to make purchase decisions. Brands must invest resources to maintain the exposure and positive image of the platform to attract and retain consumers. However, as platform algorithms change frequently, new features continue to be launched, and even the rise of new platforms such as Threads, brands face more challenges, and it becomes more difficult to continue to gain exposure in a highly competitive market.

Extended reading: Cracking the Threads algorithm of emerging communities! Learn the three major marketing secrets at once

Why is influencer marketing needed? 3 advantages of using micro-influencer marketing in the apparel industry
A clear conclusion can be drawn from the above trends: competition in the apparel market will continue to intensify in the future. So how should existing brands and new brands planning to enter the market cope with the highly competitive environment of the apparel industry and successfully establish word-of-mouth marketing?

Advantage 1 of micro-influencers: strong trust and influence
Micro-influencers usually have loyal and high-trust fan bases who are interested in the influencer because of their similar interests and lifestyle. Therefore, the influence of micro-influencers comes from the real relationships they have established with their fans, and such relationships can make it easier for brands to gain recognition and favor from consumers through the promotion of micro-influencers. , enhance purchase intention and establish word-of-mouth marketing.

Advantage 2 of micro-influencers: high cost-effectiveness
The cost of cooperation with micro-influencers is relatively low. Brands can cooperate with multiple micro-influencers and effectively spread to precise fan groups. Although the number of fans of micro-influencers is not as large as that of medium- and large-scale internet celebrities, and it is difficult to reach the largest audience at one time, they have obvious advantages in terms of fan interaction rate, recommendation trust, and single cooperation price.

Medium and large internet celebrities micro-influencer
Number of fans More than 50,000 10,000 to 50,000
influence and reach With a high number of followers, you can quickly reach a large audience. With a relatively small number of fans, the reach is smaller but more targeted, making it easy to operate word-of-mouth marketing.
Fan trust With rich cooperation experience, brands have high trust in influencers, but the trust of recommended fans may not be as high as that of micro-influencers. Building close relationships with fans creates a higher sense of trust.
Cooperation price Cooperation costs are higher. Cooperation costs are lower.
Content creation style The visuals are good and professional, but may be too commercial. The content is natural and the style is close to daily life, making it easy to resonate.
Purpose of cooperation Ideal for large-scale marketing campaigns or mass exposure. Suitable for sprinting product conversion rates.