micro-influencer

Definition

Social media personalities with 1,000-100,000 followers who command higher engagement rates than celebrities and charge less than your quarterly coffee budget. They're the proof that smaller, engaged audiences beat massive, apathetic ones.

Example Usage

We partnered with micro-influencers instead of one celebrity and got better results for 5% of the cost, plus fewer contractual demands for green M&Ms.

Origin

Marketing strategy that emerged in the mid-2010s as brands discovered smaller influencers drove better ROI

Fun Fact

Micro-influencers have engagement rates of 5-7%, compared to 1-3% for celebrity influencers, proving that authenticity beats reach.

Source: Influencer marketing strategy

Related Terms

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shopping cart abandonment

When potential customers add items to their online cart but leave without completing the purchase. It's the digital equivalent of filling a physical cart, then abandoning it in the cereal aisle and leaving the store.

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Omnichannel

A strategy where brands try to be everywhere at once, like a helicopter parent but for customer experience. The goal is a seamless experience across all channels, which in practice means your app, website, and store all crash at the same time.

📣 Marketing / Advertising

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positioning

The strategic art of defining how a product, brand, or service occupies space in the consumer's mind relative to competitors—essentially, it's competitive mind-gaming. In marketing, it's about carving out your unique spot in an overcrowded marketplace by convincing people your mediocre product is somehow different. Good positioning makes people willing to pay $8 for coffee that costs 30 cents to make.

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CPL

Cost Per Lead—the metric that tells marketers exactly how much they're paying for each potential customer who might, possibly, maybe convert someday. The number that determines whether your campaign was 'efficient' or a 'learning opportunity.' Lower is always better, unless you're explaining why you spent the entire quarterly budget in three weeks.

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user-generated content

Content created by customers rather than brands, including reviews, photos, and testimonials. The marketing equivalent of getting the audience to write your material while you take credit and occasionally moderate death threats.

📣 Marketing / Advertising

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billboard test

The principle that your key message should be clear and compelling enough to be understood if displayed on a billboard for only a few seconds. If you can't explain it while driving 65 mph, it's too complicated.

📣 Marketing / Advertising

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