When less is more: micro-influencer marketing

Influencer marketing has great potential to take a specific brand’s visibility to the moon. More and more people are finding products to buy, places to eat or go on vacation, and more, thanks to influencers. And for brands, this is beneficial too, as they have an unlimited choice of partners, ranging from nano to mega amount of followers. 

Not long ago, celebrities were the only go-to choice for brands looking to promote their products or services. But in recent years, a new breed of influencer is now preferred. A 2020 research shows that customers have higher levels of purchase intentions when exposed to micro-influencers. This article reviews the micro-influencers characteristics, why they are so effective, the benefits of working with such influencers, and tips for both sides to get the maximum out of each other. 

What is a micro-influencer? 

Micro-influencers have a number of followers ranging from 1000 to <100,000 followers.  Usually, many brands or trademark holders cooperate with micro-influencers to achieve a more detailed targeted audience that is more engaged with its favorite creator.

Micro-influencers are often considered more relatable and trustworthy than celebrities or other high-profile influencers, making them an attractive option for brands looking to connect with consumers on a more personal level. 

While micro-influencers may not have the same reach as some of the more popular influencers out there, they make up for it in terms of engagement. In fact, studies have shown that micro-influencers generate 60% more engagement than celebrities. 

Why are micro-influencers so effective?

There are a few reasons. 

Firstly, micro-influencers have a more engaged and dedicated following than traditional celebrities or social media personalities. Take a look, for instance, at the like rate of micro-influencers:

Instagram like rate vs Followership - Instagram users with fewer than 1,000 followers generated likes 8% of the time Users with 1,000-10,000 followers earned likes at a 4% rate Users with 10,000-100,000 followers achieved a 2.4% like rate Users with 1-10 million followers earned likes only 1.7% of the time

This also goes for comment rate: 

Instagram comment rate vs Followership

Furthermore, micro-influencers are often seen as more relatable and trustworthy than celebrities. This is because they have a smaller, more tight-knit group of followers they interact with regularly. 

Second, micro-influencers typically specialize in a particular niche, which gives them a deep understanding of their audience and what they’re interested in. This allows them to produce content that is highly relevant and engaging for their followers. In other words, micro-influencers tend to be more niche and specialized in their areas of interest, which makes them better equipped to connect with specific target audiences.

To recap, micro-influencers are a more attractive option for businesses looking to connect with consumers in a more authentic and trustworthy way.

What are the benefits of working with micro-influencers? 

  1. Availability

Due to not having huge audiences, micro-influencers tend to have a much higher response rate and interest in what you have to offer compared to macro-influencers. 

  1. Cost-effectiveness

Micro-influencers can also be more cost-effective than working with celebrities or macro-influencers. They typically charge less for sponsored posts and are more likely to be open to negotiating their fees. 

  1. Authenticity 

Authenticity is one crucial trait of an influencer in 2022. Taking the Morning Consult’s study, 88% of people say that it’s essential for influencers to be authentic and genuinely care about their interests. Thankfully, micro-influencers tend to be more authentic, which helps them build trust within their audience. 

  1. Engagement

Next to all of the previous benefits, this is the most important.

According to social bakers, micro-influencers have a 60% increased engagement rate and over a 20% higher conversion rate. Not bad, is it? 

  1. They’re niche 

As discussed before, micro-influencers can help you reach a more targeted and specific audience. Their smaller, more engaged audiences can be a great way to reach your ideal customer. Brands can easily tap into these communities while enabling a degree of targeting that’s impossible to achieve with celebrities. 

  1. New audiences

Another great thing about working with lower-priced influencers is that a brand can quickly expand its reach by working with multiple of them. Ultimately, this means that you can engage with micro-influencers of different ages, races, sexual orientations, etc. Therefore, brands can reach audiences they might’ve missed in the past due to working with a limited number of macro-influencers and/or celebrities.

​​How can you get the most out of working with micro-influencers? 

A few key things to keep in mind when working with micro-influencers will help you get the most out of your partnership. 

First, be sure to define your objectives and goals for the campaign clearly. What are you hoping to achieve? Be as specific as possible. This will help you determine which influencers are the best fit for your brand and campaign. 

Next, be sure to give the influencers you work with creative freedom. They likely have a good understanding of their audience and what type of content will resonate. Really, micro-influencers know what they’re doing. Trust their expertise and allow them to produce content that is on-brand and in line with your objectives. 

Finally, be prepared to invest in your micro-influencer partnerships. These relationships are built on trust and mutual respect, so be sure to compensate your influencers fairly. Offering incentives, like free products or exclusive access, can also help solidify these relationships.

Conclusion 

The social media era doesn’t seem to fade away any time soon. Brands looking at the follower count of influencers to make partnerships are long gone. With more and more options, cutting-edge influencer programs focus more on identifying micro-influencers relevant to the brand’s objectives.

If you’re an influencer and want to secure a new steady income, you should follow the example of thousands of creators and join Fangage. If you want to be independent and monetize your audience, you’re right. See how Fangage can help you create gated content, interact with your community, and much more!

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