American Marketing Association Professional Certified Marketer (PCM) Content Marketing Practice Exam

What are potential advantages of using micro-influencers?

1. Lower costs, long-term benefit, and lower commitment

2. Lower costs, minimal engagement, and aloofness

3. Lower costs, deeper engagement, and long-term benefit

4. Lower costs, short-term benefit, and lower commitment

The correct answer is: Lower costs, long-term benefit, and lower commitment

The advantages of using micro-influencers are best captured by the third choice, which emphasizes the benefits of lower costs, deeper engagement, and long-term benefit. Micro-influencers typically have a smaller, yet highly engaged following. This allows them to establish a more personal connection with their audience, which often leads to deeper engagement compared to larger influencers. As a result, their recommendations tend to carry more weight and authenticity, leading to higher conversion rates for brands. Additionally, the collaboration with micro-influencers can be less costly than partnering with celebrity figures or macro-influencers, making it an economical choice for brands, especially those with limited budgets. The long-term benefits emerge from building ongoing relationships with these influencers, who can consistently represent the brand over time and maintain trust with their followers. Understanding these dynamics clarifies why the other options do not effectively represent the true advantages of micro-influencers in today’s marketing landscape. They either highlight less desirable characteristics like minimal engagement or short-term benefits, which are not aligning with the strategic value of developing lasting partnerships within content marketing strategies.