Over the past few years, influencer marketing has demonstrated the considerable impact it can make on digital marketing efforts.
Regardless of your industry focus or target audience, there is likely an influencer out there that’s perfectly suited for you.
As the concept of influencer marketing has evolved, a larger range of influencer styles has developed that have increased the accessibility of influencer marketing.
From mega-influencers to middle of the road, we’ve seen what these influencers can do for a brand. However, today we’re talking about the newest subset, the micro-influencer, and why they should be a part of your marketing strategy.
What is a micro-influencer?
As the name suggests, micro-influencers are individuals with much smaller followings than traditional influencers, with a typical follower range of about 2,000 to 100,000 followers.
In these scenarios, what makes micro-influencers successful is not so much the number of followers, but how engaged they are with that audience.
Often they have a very specific niche and are deeply connected to their followers.
Because of their high level of engagement, micro-influencers tend to heavily focus in on whichever niche they’re in.
These include multiple sectors such as health and fitness, food, fashion and beauty, travel and entrepreneurship.
Benefits of micro-influencers
The idea that influencers must have millions of followers to be effective is highly inaccurate. Truthfully, the more followers an influencer has, the lower their overall engagement is.
Although mega-influencers have great reach and are incredibly effective for their own reasons, there’s simply no way for them to authentically engage their immense audience.
On the other hand, micro-influencers are personally invested in their crafts or special interests, and therefore are a more trusted and authentic source for consumers.
In fact, research by HelloSociety shows that micro-influencers deliver 60% higher engagement levels.
It should come as no surprise that the more “famous” an influencer is, the more expensive they are.
However, in many of these cases, you’re paying for the influencer’s reach, but not necessarily their effectiveness.
Micro-influencers have a much smaller audience and are significantly less expensive.
Although you might be paying upwards of $100,000 for a mega influencer post, 97% of micro-influencers charge $500 or less for a single sponsored post.
These numbers make micro-influencers much more attainable and therefore the perfect choice for startup companies with smaller budgets.
Micro-influencers build their following by committing to their specific niches. Rather than already-established public figures, these individuals become who they are because of their authentic voice and interest in a particular sector.
This automatically improves their trustworthiness and reliability to their audience.
When working with influencers, you want to ensure your branded efforts will align well with the influencer’s brand and their followers.
Micro-influencers can help achieve this by promoting your product or service in a genuine and engaging fashion and fully sharing your brand’s story and benefits with target customers.
Because of their fiercely loyal following, micro-influencers’ recommendations are taken very seriously. The influence they have over their audience makes micro-influencers incredibly effective at driving traffic into conversations.
Implement a micro-influencer campaign
Depending on your business and marketing goals, the steps to implement a micro-influencer marketing campaign may vary, but there will generally be a few underlying similarities.
Choosing the right influencer
The right influencer should align well with your brand voice and purpose; ideally they are someone who is already a fan of your brand. An individual who is already a loyal customer can be incredibly effective as their followers already recognize them with your products, and they will view their praise as genuine.
However, should this not be achievable your main goal should be to find an influencer that embodies your ideal customer and can authentically utilize your products or services in a way that their audience will be prompted to imitate.
Micro-influencers are a great solution to this need as they have the ability to interact with followers and respond to questions.
Build your campaign
In addition to the many benefits of micro-influencers, they are also generally flexible. Whether you are hoping to create a one-off campaign or a long-term partnership, micro-influencers can help you establish the best approach to connect with your customers and their followers.
The most important thing to keep in mind when building your micro-influencer campaign is to include your influencers in the planning process.
They know their followers best and can help guide the way.
There is certainly a bright future ahead for influencer marketing, and there’s no question that micro-influencers will be a major part.
If you choose to add micro-influencers to your marketing efforts, we hope this piece helps you find success.