Trend overview Micro-influencers trend refers to the association of so-called digital-celebrities on social media platforms in marketing strategy. Micro-influencers generally describes social media influencers with small follower base, who are non-celebrities but specialize and interest in specific fields (Influicity 2017; Capeli 2019; Abreu 2019). Many brands nowadays have a tendency to prefer micro-influencers due to higher engagement (Influicity 2017; Pierucci 2018; Klear 2019). Figure 1. Reproduced from Influicity 2018 Figure 2. Reproduced from LaunchMetrics 2018 What makes micro-influencers different? With the diversity of micro-inflluencers ranges from industry professional to simply passionate members (Experticity 2016), niche-specific audience can be reached (Barker 2017). Micro-influencers only focus on their expertise in particular fields, meaning targetting at a smaller yet definitely highly motivated in taking actions (Elli 2017; Gaid 2019). Micro-influencers were also chosen as their posts have ‘tailored content, frank and detailed product reviews’ (Booth & Matic 2011). What makes them unique is their true belief in both products and brands (Experticity 2016). The audience has a tendency to follow opinion leaders that deliver in-depth personal views, since mega-influencers mostly write broad opinions to maintain their likeability and neutrality (Hill, Provost & Volinsky 2006; Christodoulaki 2018). It is interesting to find a strategy that offers the authenticity that people desire. According to an analysis of 800,000 Instagram accounts by Markerly, an identified fact is ‘the higher the number of followers on Instagram, the lower the engagement rate’ (Hubspot 2019). Since most micro-influencers are relatively ordinary people, customers perceived these people as ‘ a ‘relatable person’, such as a ‘friend’ or ‘family member’’ (Fernandes 2018). Compared to celebrities influencers who might seem to be so unrealistic and unapproachable, micro-influencers have a bigger influence on consumers also due to high level of homophily (Kuster 2017; Capeli 2019) . They are real people who are not making living solely through ‘being famous' online, so the majority of micro-influencers often evaluate honestly what they have experienced (Bernazzani 2017). In contrast, celebrity influencers portray the obvious ‘promoting' which makes recommendations seem insincere (Capeli 2019). Figure 3. Reproduced from YouTube 2019 Micro-influencers in Viet Nam Vietnam is also one of the markets affected by the rise of micro-influencers. According to Influencer Discover, Vietnamese micro influencers’ interaction rate is two times higher than other influencer groups, between 3 to 5% (Advertising Vietnam 2019). Figure 4. Reproduced from Vietnam KOL 2018 Figure 5. Reproduced from Minet n.d. During Tet 2019, many brands focused on engaging with their audience through the use of ‘familiar stranger’ influencers who are ‘readily accessible, perhaps sharing personal information, yet being relatively unapproachable’ (Senft 2012). One of the most successful campaigns involving micro-influencers is MoMo Wallet ‘Lắc xì cùng Momo’ (Advertising Vietnam 2019). The campaign simply created an online game which people ‘shake’ their phones to get ‘lì xì’ - valuable prizes (Momo 2019; YouNetMedia 2019). Besides popular faces such as comedian Chi Tai or Duc Phuc, MoMo took advantage of micro-influencers to spread their campaign widely on social media (Nguyen 2019). A total of 258,000 users have discussed about MoMo’s campaign and achieved a record of 3 millions shares on users’ pages (Nguyen 2019). Momo achieved unexpected results with over 5 million players, surpassing prior digital marketing campaigns with approximately 2 billions impression, 701,653 brand mentions, 35 million views for their promotional video on Facebook and Youtube (Trong Tu & Bao Ngoc 2019; YouNetMedia 2019). Figure 6&7. Reproduced from YouNet Media 2019 Micro-influencers might not have the flashy, luxurious appeal; nonetheless, these influencers hold one essential thing for a brand: audience’s trust. In business, the success is showed through statistics, sales figures and profits so whoever can drive customers’ purchase decision is the hero, not necessarily have to be famous, pricey celebrities. References Abreu, R 2019, ‘Social Media Micro-Influencer Marketing and purchasing intention of Millenials: the role of Perceived Authenticity and Trust’, Dublin Business School, 7 January, pp.27-29, viewed 30 November 2019, <https://esource.dbs.ie/handle/10788/3674> Advertising Vietnam 2019, ‘Những chiến dịch Micro Influencer Marketing “đình đám” quý 1/2019’, Advertising Vietnam, 29 March, viewed 30 November 2019, <https://advertisingvietnam.com/2019/03/nhung-chien-dich-micro-influencer-marketing-dinh- dam-nhat-dau-nam-2019/> Barker, S 2017, ‘Using Micro-Influencers To Successfully Promote Your Brand’, Forbes, 29 September, viewed 3 December 2019, <https://www.forbes.com/sites/forbescoachescouncil/2017/09/29/using-micro-influencers-to- successfully-promote-your-brand/#1f2596891763> Bernazzani, S 2017, ‘Micro-Influencer Marketing: A Comprehensive Guide’, Hubspot, 15 July, viewd 2 December 2019, <https://blog.hubspot.com/marketing/micro-influencer-marketing> Booth, N & Matic, A., J 2011, ‘Mapping and leveraging influencers in social media to shape corporate brand perceptions’, Corporate Communications: An International Journal, 9 August, vol.16(3), pp.184-191, viewed 2 December 2019, <https://search-proquest-com.ezproxy.lib.rmit.edu.au/docview/888255196?accountid= 13552&rfr_id=info%3Axri%2Fsid%3Aprimo> Capeli, Q., M 2019, ‘Micro-influencers’ impact on engagement levels for fashion retail brands on Instagram’, University of North Floria, viewed 30 November 2019, <https://digitalcommons.unf.edu/etd/884/> Christodoulaki, A 2018, ‘The effects of micro vs macro influencers on brand awareness, brand attitude, and purchase intention, and the moderating role of advertising appeals’, University of Amsterdam, thesis, viewed 1 December 2019, <http://www.scriptiesonline.uba.uva.nl/document/662510> Elli, M., D 2017, ‘The phenomenon and rise of Influencer Marketing and how it affects customer opinion and helps or damages brands’, School of Science and Technology, pp.11-13, viewed 1 December 2019, <https://repository.ihu.edu.gr/xmlui/bitstream/handle/11544/29197/MSc%20Dissertation%20 Thesis%20Diza.pdf?sequence=1> Experticity 2016, ‘The power ofinfluencers. 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