In this article, we will explain what a micro-influencer is and the reason why micro-influencers provide so much value to an influencer marketing campaign.
So, what is a micro-influencer?
We consider a micro-influencer to be a person who has a following of at least 2,000 followers and up to 100,000 followers. The followers would be on a specific social media platform (eg. Instagram). Micro-influencers usually have a chosen set of interests or niches that their content and followers focus on (eg. fashion, travel, parenting, etc.).
If you have been confused about micro-influencers, you might wonder, why an influencer with such a small audience is valuable? Here are the important things that you should understand about micro-influencers.
Micro-influencers have high engagement rates
Micro-influencers possess a high engagement rate due to their followers being very interested in seeing their latest content. The followers’ interest in a micro-influencer’s latest content is a different scenario to the consumers’ likelihood of being annoyed by ads. In most cases, micro-influencers possess a greater engagement rate compared to industry standards. In addition, social media platform algorithms are not going against them either.
The engagement rate of an influencer a calculation that relates the number of followers an influencer has to the number of actions taken on each piece of content that they share. Given that, a follower taking action can be done in multiple ways. These can include commenting, liking, and/or sharing the content, depending on the social media platform. As a general rule, engagement rates decline as the number of an influencer’s followers increases.
In the early days of your influencer campaign, it might seem counter-intuitive to focus on engagement rates. The industry is shifting away from placing a high value on the number of followers to prioritize engagement; hence, metrics such as the average rate of engagement are crucial to take into account when considering influencers. As a business, you should be looking to create conversations and relationships with the followers of the micro-influencers that you work with. Engagement is a key piece in building those things.
Micro-influencers believe in being real
The most successful influencers rely on their realism and authenticity to maximize the impact that they can have on their followers. This is passed on to the brands that they partner with. Micro-influencers, being small, thrive on their authenticity and engagement with their followers that larger influencers can’t match. The friendly relationship, which can feel personal, that they create with their followers, allows them to create action. Brands are tapping into this trusting relationship in every piece of content created in the partnership.
Micro-influencers are persuasive
Micro-influencers are very in tune with developments and trends that impact their main interests. They have built a community of highly engaged followers who rely on their opinion and content to guide their own decision making. Micro-influencers have built a trusting relationship between themselves and their followers. Each relationship is built on the influencer’s enthusiasm, their suggestions and their lifestyle with their followers. Data shows that consumers trust brand and product suggestions from influencers over other marketing activities.
Micro-influencers stretch your budget further
Lastly, micro-influencers are valuable when you are trying to maximize the impact of your influencer marketing budget. Maximizing the impact of a marketing budget is important for small businesses where a large budget might not be realistic. Micro-influencers can charge as little as $20 per piece of content. Also, consider that micro-influencers can be much easier to work with because they will go above and beyond the campaign brief and prefer to build long-term relationships with the brands that they work with. Long-term influencer relationships provide a greater return to one-off or short-term partnerships with more flexibility in the costs.
Where do micro-influencers fit into your influencer marketing plans? Are you already working with them? Are you building long-term relationships with each micro-influencer that you partner with?