The Power of Micro-Influencers
An “Influencer” is defined as “a person or thing that influences another.” In marketing, we define an “Influencer as “a person with the ability to influence potential buyers of a product or service by promoting or recommending the items on social media.” As Marketers creating relationships with Influencers is good business. But what about those tiny “micro-influencers” how can they be leveraged to help your product or services soar? Let’s take a look at the impact of micro-influencers.
In marketing, a micro-influencer refers to someone with a generally small following or “influence,” usually between 1,000-10,000 followers on any social media platform and are considered experts in their field/niche. They range from local fashionistas, food gurus, travellers, bloggers- and the list goes on.
These smaller experts can connect on a deeper level with their following and tend to have higher engagement than the mega-influencer.
Studies show that micro-influencers are capable of generating 85% higher engagement than those with a surplus of 100,000 followers.
Turns out that the greater the following, the less engagement.
Their smaller number of followers allow them to be seen as peers rather than celebrities, which consequently leads to 84% of consumers trusting recommendations from said influencers.
So, why are micro-influencers so important? Here are three reasons.
1. Loyal Following and Higher Engagement Rates
Micro-Influencers with their smaller followings create a personal connection with their audience which in turn creates a form of trust and loyalty with the micro-expert; considering that most of their following consists of people that they have met and their personal friends.
In contrast to celebrity accounts, micro-influencers can interact with their followers through likes and comments. The higher interaction establishes a connection between the influencer and their following, which in turn makes them more relatable than a celebrity.
2. Cost-Effective
Besides having better engagement rates, micro-influencers are far more affordable than a celebrity influencer. If you’re not willing to drop $1,000 on a promo, then engaging a micro-influencer to help with your social media campaign is a great option.
While the macro-influencers are capable of delivering value, their fees are high means that their services might not be as cost-effective. You could either invest $10,000 with a macro-influencer for one post or use that same money to pay 20 micro-influencers who have greater engagement.
3.Niche Markets
As opposed to the top-tier influencers, the smaller, micro-influencers can tap into a specific niche.
Micro-influencers come in various shapes, each having a specific style, area of expertise, brand and appeal to a particular type of audience. Generally, micro-influencers have a tribe surrounding them who share the common interest of the particular micro-influencer.
The trick to working with micro-influencers is to find ones whose following is reflective of your target market.