Micro-influencers: 4 Reasons You Need Them In Your Influencer Marketing Strategy
3 Minute Read
You might not immediately consider micro-influencers when you embark on your first influencer marketing campaign. They have smaller audiences – typically in the region of 10,000 or fewer followers – when compared to more well known influencers. You’ve likely never heard of most of them, but if you look a little closer, you’ll see that there is much for marketers to be excited about.
Micro-influencers have a dedicated following and far better engagement rates than their macro-influencer counterparts. They’re becoming increasingly in demand, and for good reason.
Here are four reasons why you should be using micro-influencers in your marketing strategy.
1. Micro-influencers make your brand look authentic
Micro-influencers are seen completely differently to celebrities or macro-influencers. When a celebrity posts sponsored content, the public’s reaction is often of distrust or cynicism – people often just don’t believe that the celeb uses the brand they’re promoting. They have all the money in the world to buy whatever brand they want, right?
Micro-influencers, on the other hand, carry a far superior level of authenticity, and their audience listens to them. They’re often experts or enthusiasts about their particular niche, and their opinion, therefore, holds more weight.
Ultimately, micro-influencers are regular people like you and me.
This beauty influencer @IFEBOB has a relatively small following of just under 23,000 followers, but is a makeup artist and expert in her field. This makeup tutorial is done in collaboration with a makeup company with links to the products she used. While this is a sponsored post, it doesn’t really feel like one – her opinion is trusted, and people can see how great the products look on her. Her engagement for this post was 41 likes per thousand followers.
2. They have higher audience engagement
Engagement is so important in influencer marketing campaigns. If an influencer gets tonnes of likes, comments, questions and shares on their posts, it’s a good indication that people care about what they post.
And that’s the great thing about micro-influencers. Believe it or not, they typically have much higher engagement rates than large-scale influencers. Just look at the research by Markerly, below.
Comments and like rates decrease dramatically as an influencer grows in numbers of followers.
3. You’ll save money with micro-influencers
These great engagement rates also mean you get a lot more bang for your buck. According to the agency Hello Society, micro-influencer campaigns are 6.7 times more efficient per engagement than macro-influencers campaigns, and therefore more cost effective, too.
Micro-influencers typically cost far less than celebrity influencers, who can charge eyewatering fees in excess of $250,000. Some celebs, such as Kylie Jenner, are estimated to charge a whopping $1 million per sponsored Instagram post. Micro-influencers, on the other hand, are more likely to charge somewhere between $150 – $1000.
However, be aware you may not have rights to use the content in other places, and you may be charged to use the image in other marketing.
4. They’ll use their creativity to make your brand look good
We know that blatantly promotional posts aren’t as effective as they used to be. As influencer marketing grows, it’s important to find new ways to capture followers’ attention and imagination. Instagram is overflowing with celebrity sponsored posts that look – and are – completely staged. Let’s not forget Scott Disick’s Instagram fail, where he copy and pasted the Bootea marketing team’s message on a post to his 20+ million followers. Eek!
Micro-influencers love having creative control, and are much more likely to put time and thought into your joint campaign. A survey by Crowdtap found that their favourite projects are the ones that allow them creative freedom. Allow your influencer’s ideas to lead the way – they’re content experts after all, and have built their following through their carefully crafted content. Look beyond social posts and consider other types of content, such as videos, interviews, tutorials, or top tip articles.
Specsavers recently launched a microinfluencer campaign, where they featured social media influencers on their website wearing their favourite pair of glasses. They allowed the influencers to explain their choices, letting them show their personality with a link to their chosen glasses.
To wrap up…
Research has found that 82 percent of consumers reported they were highly likely to follow a recommendation from a micro-influencer. They’re trusted, have higher engagement rates, are cost-effective and love the chance to get stuck into a creative project.
When it comes to deciding between a micro or macro-influencer, you might just choose the micro-influencer, after all.
To find out more about how to get started on your next micro-influencer campaign, get in touch: firstname.lastname@example.org