The Power of the Middle


In just under a decade, the social media landscape has evolved at lightning speed. In 2008, less than 25% of the U.S. population had a social media profile (today, that number has more than tripled).

As marketers rushed to build social media platforms and leverage influencers, it was easy to be a little slap-dash on approach. The general idea was that anyone with a strong fan base or follower count would suffice, just get an influencer strategy in place at all costs!

In the world of influencer marketing and social media strategy, there’s a lot of obsessing the numbers. 

That makes sense, because decisions should be data-driven and offer measurable ROI.

But somewhere along the way as influencer agencies touted powerful stables of celebrity bloggers and mega-influencers, everyone forgot the simple rule of quality over quantity. 

Throwing an influencer at a struggling product and producing content full of grammatical errors and half-baked posts about its merits (but seen by millions!!!) is not the answer.

So what’s a brand to do?

At Soapbox Influencer Marketing, we believe in the power of the power middle. What does that mean?

We engage micro influencers - those compelling, everyday voices who make a real difference in the world of word of mouth marketing. We actually know our community of influencers, and they are hand-picked for campaigns based on fit. The power middle is usually defined as having 2,500 to 25,000 followers who are far more loyal, engaged and likely to act on the recommendation of the influencer. See: Why Power Middle Influencers are Crushing Kim Kardashian.

So rather than someone who thinks “sure, I can be a Walmart shopper this one time” and signs up for a campaign, we hire that individual who looks like, shops like, spends like and lives like the shopper a brand actually needs to reach. It’s a novel concept, isn’t it?

The cool thing is this: because we know our influencers, communicate well with them and take good care of them, they tend to go above and beyond for our campaigns by delivering more posts, better photography and more thoughtful stories. Here’s a recent example: 

Does your brand need the power of the power middle? Give us a shout and let’s get to it!

Source: Business2Community (2016).