The number of social media influencers is increasing. But when you talk of them, do you consider immediately those stars with millions of followers or people with a smaller but dedicated following? The latter is a group of micro-influencers.
Micro influencers are a new type of influencers. They are people who can inspire their peers. In a study, 82% of consumers would listen more to the recommendations of micro-influencers than to the suggestions of micro-influencers.
But who are these micro-influencers?
Micro-influencers have followers from 10K to 500K on any social media channels. But the number of followers does not matter here. What matters most is the number of engaged audience or followers they have. They have particular niches and they are connected to them.
Should you start using micro influencers?
These people managed to build an audience that a brand is looking for. Nowadays, marketing is not about selling to audiences, rather it is about telling a story. And this is where micro influencers come in.
They have built relationships with their followers using their stories. When they share a story of a brand, their audience is more than willing to listen.
Some brands are staying away from major social media influencers. That’s because people are warier now with stars promoting their products.
They consider these partnerships as purely business and they think that they do not satisfy their needs. Keep in mind that celebrities are working with several brands. As a result, it makes it difficult to gain trust and credibility for a product.
Micro-Influencers and ROI
For most brands now, the use of micro-influencers offers them better ROI than using macro influencers. One of the reasons is that micro influencers do not have the same wide audience as the macro celebrities. As a result, it is ideal to work with several micro influencers to double the reach of the campaign.
An influencer does not need to have millions of audience to be seen as valuable to a certain brand. That is because the higher the number of followers, the lower the engagement rate is.
However, when you hire several micro influencers, it increases the ROI of a campaign while it lowers your marketing spend.
Several brands realized that cashing in on a single star will not always pay off. In fact, this approach causes higher risks and stakes.
That said, finding the biggest star on Instagram or Twitter will not necessarily boost your brand recognition.
But how can companies benefit from these micro influencers?
There is a huge difference in your budget when you use micro influencers and macro influencers. The former charges less than the rates of the latter.
Apart from the fact that it is more cost-effective, it also offers more rewards for smaller brands. It only shows that the number of followers does not necessarily give you a guarantee that your marketing campaign is a success.
Some larger brands are now working with micro influencers in helping them reach their target audience.
Build Trust with Audience
Micro influencers are useful in making brands closer to their consumers. The micro influencers message to their fans is easier to drive conversions.
They no longer have to manage their marketing on their own. But they do have to choose the right influencers to market their products.
Alan’s Instagram account, which is full of relatable posts, talked about how comfortable the car is when he and his family used it for their sledding adventure. His funny video about his kids wanting to just stay in the car because of its comfy, warm seats gained more than 30K views and thousands of likes.
A stylish footwear brand, Sperry, also started using micro influencers to promote their products using gorgeous, irresistible visuals. Sperry looked for people on Instagram who were wearing their shoes. Then, it offered these people a chance to work with Sperry by producing an engaging content that will encourage their fans to purchase the shoes.
Google, too, used micro influencers when it promoted the new Pixelbook last year. It teamed up with the Sorry Girls, who are interested in DIY crafts. Their post looked more authentic than those promotional campaigns. The engagement was also satisfactory.
There are several reasons you need to consider micro influencers. More and more brands are using it. However, it is not a one-size-fits-all solution. Your brand might perform better if you team up with both big and small creators, rather than focusing on micro influencers or macro influencers.