Simply put, micro-influencer marketing works. Though, you might still be wondering how and why. First, let’s start with an understanding of what exactly a micro-influencer is.
A micro-influencer is an individual with a small but engaged and loyal following. For example, a micro-influencer may have less than 10,000 followers on Instagram or only a few thousand on Twitter and Facebook. Don’t let their smaller following deceive you; micro-influencers deliver significant returns to brands that partner with them.
Now that you’re up to speed, here are the top 10 reasons why micro-influencers should be a key component of your influencer marketing strategy and wider digital marketing strategy.
The Cost Of Micro-Influencers
Micro-influencers are extremely cost-effective. This is because their rates tend to be lower than influencers with larger followings, which can be referred to as macro-influencers. Larger influencers’ significantly higher fees stem from the cost to access their audience, fees paid to them by previous brands and in some cases higher content creation costs. While you may reach a wider audience with a large influencer, there is a tradeoff between the upfront cost and your prospective ROI.
Micro-influencers, on the other hand, are far more economical. For example, you could pay $15,000 for one macro-influencer to create one piece of content, or, you could take that money and distribute it amongst 15 micro-influencers with a more engaged following, leading you to the next point.
Micro-Influencers Help You Diversify Your Content
When getting started with influencer marketing or trying to determine your next steps, micro-influencers allow you to diversify and optimize. By partnering with many micro-influencers you can select influencers with varying visual aesthetic or slightly different target audiences with little risk. Once the campaign is completed, you can examine the results and identify new opportunities for success. These new opportunities allow you to access a new demographic or visually showing off your product in a way that you hadn’t considered.
Scale Your Content Creation
If your marketing campaign is focused on maximizing content creation, then micro-influencers are your golden ticket. Pairing their low fees with their ability to create high-quality content, micro-influencers are a great way to diversify the content you are sharing on your brand’s social media accounts. Aside from diversifying your content you are also engaging multiple audiences. Whether you are looking for videos, pictures, or written content, micro-influencers create great content without breaking the bank.
Build Trust And Awareness
Micro-influencers have loyal and engaged followings that trust their opinion and welcome engaging with their latest content. Many followers of a micro-influencer are people they have personal relationships with, their friends, family and people they’ve met over time. To compare, macro-influencers have similar followers, however, the percentage of personal relationships is significantly less.
Engagement can be an effective way to measure influence. For example, an influencer with 100,000 followers may only see approximately 1% of engagement from their audience. This means that only about 1000 people are truly engaging with the influencer’s content. On the other hand, a micro-influencer with only 15,000 followers and an engagement rate of 5% would see 750 people engaged with their content. The cost of the micro-influencer is far better, especially when you consider that you’re engaging nearly the same amount of people (albeit, a significantly higher percentage) with the macro-influencer vs. the micro-influencer.
Micro-Influencers Are More Authentic
A micro-influencer tends to be able to engage with their audience more than a macro-influencer. As a result, they can be more authentic and personal with their viewers. This is one reason why micro-influencers have higher engagement rates; they’re able to share more of their personality with their audience. For this reason, micro-influencers are often viewed as more trustworthy than macro-influencers. Additionally, high-profile influencers tend to work regularly with various brands and over-saturate their audience with paid advertising campaigns.
Further, micro-influencers are typically looking to grow their community and are more readily available to interact with followers both online and offline. Influencers with large audiences are not as able to engage in the same way with their audience, which creates a barrier between themselves and their followers.
Micro-Influencers Are Motivated
Micro-influencers are great to work with since they will typically go the extra mile to impress a client. More often than not, they are grateful for the opportunity to take on advertising projects with brands that appreciate their work.
They are also more readily available in terms of responding to email and private message communication as they have fewer messages to respond to and likely won’t have their manager or agent fielding messages for them. This means that it’s easier to build meaningful relationships with micro-influencers and have in-depth conversations about your advertising vision.
Micro-Influencers Provide Market Opportunity
Bigger companies often have bigger budgets and can typically work with whoever they want. For this reason, big brands generally tend to overlook smaller micro-influencers. While big brands are off chasing the big influencers, small businesses can work with the more engaged and authentic micro-influencers.
The good news is, no matter your budget, you will have the ability to compete in the market, even against big brands. At Vetterview, you can partner with an influencer for as little as $20. Micro-influencers are the perfect option to get started on your influencer marketing path and to achieve excellent results.
Micro-Influencers Have Niche Audiences
The smaller audiences that micro-influencers often have many people that share similar passions and interests. Their niche followings tend to have the same preferences in content style and share a similar demographic profile. If you are targeting a specific niche audience, then micro-influencers will help you engage with your target consumers.
We’re moving into a new era where traditional tactics, like print marketing, are no longer the dominant approach in raising brand awareness. To successfully drive various KPIs, launch a new brand/product/service, and generate positive PR, influencer marketing delivers strong results.
Consumers are looking to social media, online reviews, and blogs when making their purchasing decisions. The internet is the first place they go to do their research. Pre-purchase consumer research is commonly done through a Google search, Facebook reviews, or scrolling through Instagram hashtags. This is partly why influencer marketing is so successful. Consumers make their purchasing decisions based on the opinions and suggestions from their favorite influencers.
TIP: Businesses can stretch their budget with influencer marketing. By replacing in-house content shoots done by a photographer with micro-influencer their ROI will increase. Micro-influencers will not only take the pictures but they will share them as well.
There’s no doubt about it, consumers are getting more savvy when it comes to Adblock software (or just plain skipping over online ads on Instagram and YouTube.) To maximize the audience that you reach, you’ll need to get a bit more creative. That’s where micro-influencers come in. Having micro-influencers introduce your product to an audience adds authenticity to the consumer experience (exempt from Adblocking technology). It also removes the feeling that your product/service is being forced upon them.
Ultimately, there is incredible power and value in influencer marketing, especially with micro-influencers. By incorporating these micro-influencers into your marketing plan, you’ll create the perfect path to success