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How Microinfluencers Transform Brandformance: Increase Awareness and Conversions

Let's be clear and direct! In the world of digital marketing, influencers are no longer just a passing fad. Today, they are the heart of any marketing campaign. brandforming that I really want to break it. But…what is the brandforming? Easy: the perfect fusion between Branding (make you see and know) and performance (generate measurable results). The key here is to achieve visibility, but also to convert those visits into real sales.

The microinfluencers (those with less than 100K followers) have positioned themselves as key pieces in this scenario since they achieve something that brands intensely seek: genuine connection with niche audiences. By having smaller communities, they are perceived as closer and more authentic, which gives them a great influence on the purchasing decisions of their followers. And, for brands looking to actual conversion, they are a strategic ally.

This becomes even more relevant when we talk about hyperlocal marketing, where micro-influencers deeply understand the particularities of their communities, allowing brands to authentically connect with more segmented audiences.

Key metrics for success
Collaborating with micro-influencers isn’t just about counting likes or comments. For this strategy to work, you need to measure what really matters. Here are the key metrics:

  • Engagement Rate: Beyond the number of followers, what matters is how many people interact with the influencer's posts. A high engagement rate indicates that the content is making a real impact on the audience.

  • Conversion rate: This is the key metric. It measures how many people take the desired action (such as a purchase or registration) after viewing the influencer’s content.

  • Reach and Visibility: How many people are viewing your content? Reach will help you gauge your brand's growth.
  • ROI: Return on investment. How much have you invested and how much have you earned? If the value generated exceeds the investment, your campaign is working.
  • Mentions and Brand Sentiment: It's not just how many times your brand is mentioned that matters, but how it is perceived. Monitoring the sentiment around mentions will give you insight into the emotional impact of the campaign.


Micro-influencers are a powerful tool for connecting with smaller but highly engaged audiences. If your goal is to not only increase your brand's visibility but also generate tangible results, then betting on them is a smart strategy. Of course, always keep the focus on the metrics that really matter.

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