Micro-Learning Through Influencer Marketing: How Brands Can Tap into this Growing Trend

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When you create and share something valuable, the Internet rewards you. If you can do it in under a minute and in an engaging way – you will quickly rise to the top of the social media feeds, a coveted position for anyone trying to get the attention of today’s consumer. Micro-learning has become one of the most effective ways of connecting with multi-platform consumers in an effective way. 

As human attention spans continue to decrease and new platforms that glorify short-form content are on the rise – the ways we are creating and sharing information has fundamentally shifted. And with unprecedented unemployment due to Covid-19, many are inspired to strengthen their resume, pivot careers, or to simply DIY by embracing micro-learning opportunities across social media. The adoption of microlearning solutions comes as time-and-cash-strapped consumers seek out free opportunities to self-learn.

As the world continues to quarantine at home, social media has become the go-to place not only for entertainment, but also for instruction, motivation, as well as human connection. We’ve been especially drawn to TikTok due to its creative, light-hearted, wholesome, and fun content. It is no secret that TikTok makes learning more enjoyable, but the key to its success is the growing demand for quick educational content. No longer YouTube is the only go-to place for learning online, its long-form content still offers tremendous value, however the short-form aka microlearning solutions are the preferred way of learning in 2020. 

“I think it’s fascinating how content creators always find new ways of telling stories within the confines of the medium,” said Maria Rodriguez, Comms. And Marketing Director, “TikTok influencers, for example, have demonstrated that 60 seconds are enough to be able to share actionable information and teach their audiences a new skill. Micro-learning is one of the fastest-growing trends on TikTok. The platform has become a hub for creative learning.”

From music to movies, from fashion to fitness, consumers are now accustomed to information coming to them in quick soundbites. Brands and influencers are partnering to create valuable micro-learning moments that fit existing busy personal and work lifestyles. If you can cut through the clutter of shameless brand-promotion and give your current and potential followers something useful on a regular basis, they’ll remember you when it comes time to make a purchase.

The Hellogiggles Instagram account is the perfect example of micro-learning done right. Keeping their target audience in mind (young women), they educate them on a variety of topics ranging from beauty to mental health. They do so by inviting influencers or experts on the topic to create their own content for Hellogiggles’ feed.

Influencer marketing on social media

An Instagram micro-learning example from Hellogiggles.

Here’s what you need to keep in mind while navigating this exciting development:

TikTok Leading the Way 

The art of learning on TikTok lies in its creative format. From instructional tips and takeaways to inspiring users to seek more information, microlearning via videos highlights a unique way to consume science tricks, DIY projects, useful hacks, and other quick online tips. 

According to the Journal of Applied Psychology, learning in bite-sized pieces makes the transfer of learning from the classroom to social 17% more efficient and creates a rise in 50% more engagement. The ease of microlearning has become an effective way to train adult learners and “allows students to digest things quickly, multi-task between assignments and meetings, and finally, humans retain the subject at hand better as it is a more digestible format altogether.” 

After the emergence of Covid-19 thousands of medical, news, and education professionals have joined the TikTok influencer community in sharing information ranging from diagnosis to prevention of coronavirus pandemic. Users such as Carnegie Museum of Natural History, World Economic Forum, and even doctors use the platform to share information, provide updates on pandemic, and promote the latest world findings.

@aquariumpacificMeet conservation hero, Yutaka! ##LearnOnTikTok ##TikTokPartner ##EndangeredSpeciesDay ##aquariumofthepacific♬ Cars v1 – BLVKSHP

@aquariumpacific mainly utilizes TikTok to educate audiences on marine life. 

Understanding your brand’s strengths that create value online

As social media increasingly becomes a source for sharing knowledge, add value by creating meaningful brand experiences. Take Food Network, for example, their social media feed is filled with DIY recipes and video tips that quickly strengthen anyone’s hand in the kitchen. Or Mac Cosmetics, their TikTok account is fun yet educational, promoting their products through instructional makeup lessons for anyone to try. 

To create microlearning content, one must understand the company’s core subject matter that separates it from the competition and identify its rich knowledge base that can be translated into short-form content. Social microlearning provides followers with an opportunity to be a part of the brand’s insider, another way to strengthen brand engagement and improve follower retention. 

As a side note, don’t forget about the multi-device compatibility social media content offers. Your micro-learning content can live across multiple platforms thus increasing its value across different communities online.

Influencers: Entertaining and Educational

Real relationships start with small interactions and brands don’t have to do it alone. Tapping various influencer marketing companies can capitalize on their creativity and powerful audience engagement for their short-form content production. No one likes a talking head, this is why well ideated and well-edited videos are all the hype. Brands can lean on influencers to guide them on the micro-trends to help design micro-learning content that can be planned ahead and tailored to cover the topics of interest to the followers.

@dyerisbyAll this time at home means the perfect time to try new products! I’m trying out Bioré Pore Strips for the first time! @bioreus ##ad ##BioreNoseBest♬ original sound – dyesharisby

Social media influencer @dyerisby shows her audience how to use pore strips correctly.

Influencer marketing strategy

 Our campaign for Cacique showed audiences on social platforms how to use their product in creative ways. 

Microlearning for Everyone 

Learning is not just for kids. Around 77% of adults describe themselves as lifelong learners, meaning that they continuously strive to improve their knowledge and discover what’s new. Life as we know it changes fast, and only social media allows for direct-to-user education opportunities as schools and colleges take a long time to incorporate new content into their rigid curriculum. Beyond this, there are many who are keen to learn about other subjects not covered in schools such as handy skills tutorials, DIY, cooking, and yoga. Learning about these topics is possible informally with social media influencers. 

Influencers are experts in creating micro-learning content on social media platforms. They are used to captivating an audience that wants quick content summarizing complex stories into seconds. It’s no wonder that platforms are catching up to this trend and using their resources to support it. 

TikTok just invested US$14.6 million into brand partnerships for educational content. The social media network clearly thinks it can break ground in the online education market, or at minimum substitute them while the world is on lockdown. Brands should follow suit, capitalizing on TikTok investment into this growing domain. After all, micro-learning creates a culture of exploration together, thus strengthening community building and brand loyalty.

Interested in reaching your audience through micro-learning? We can craft the best influencer marketing strategy for you – contact Open Influence.

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