Micro-Influencers and Micro-Influencer Marketing
If you are a part of digital marketing, the term ‘influencer’ and ‘influencer marketing’ will sound similar to you, but what about the terms ‘micro-influencer’ and ‘micro-influencer marketing’?
This blog holds everything you need to know about micro-influencers and micro influencer marketing.
What is micro influencer marketing?
A new concept known as micro-influencer marketing emerged recently in the social media world. The concept is the same as influencer marketing; the only difference is of the scale. Influencer marketing is done on a larger scale whereas micro influencer marketing happens to be on a smaller scale or it can be said that working with micro-influencers is influencer marketing on a smaller scale. Brands collaborate with individuals with smaller followings on social media platforms to promote their products not with sponsored ads but with authentic and creative visual posts. Micro influencers have a more moderate backing as compared to influencers. They may have fewer than 50,000 followers but their audience engagement on the content tops around 1,000 followers. This makes a valuable partnership between micro influencers and companies that are looking to increase awareness of their brand. Micro influencers create loads of content that interest their audiences and become well-established in their niche.
The businesses may wonder: If I’m a brand, why are micro influencers more powerful than a celebrity influencer getting to do something for me?
IMPACT's Facebook Advertising expert, Ali Parmelee, replies to this like, "They're more accessible," Ali pointed out. "Because people love to see themselves in these aspirational ads, and that more niche, every day-person influencer makes that much easier."
Investing in micro influencers that are followed by your targeted audience not just puts a brand’s service or product in front of the right people but adds-on a shiny coating of social proof.
Who is a Micro-Influencer?
Micro influencers are individuals who have between 10,000 and 50,000 followers on social media. They are typically well-recognized and are considered experts in their respective niche. These more focused individuals with a smaller group of audience connect deeper with them and generate higher engagement. It makes sense – it’s much easier to personally connect with an audience of around 10k followers than of 100k followers. This small number of followers tend to see themselves as friends of the influencer rather than fans and it is a well-known fact that consumers trust recommendations from peers over advertising.
Perks of micro influencer marketing
Higher Engagement Rates
When compared to celebrity influencers, micro influencers are better able to interact with their audience and more frequently by simply responding to the questions, comments, or direct messages. High interaction between influencer and the audience establishes a connection and the micro influencers are considered more relatable than celebrity influencers. Your micro influencer is more capable to talk through common troubles and issues. Higher engagement rates by the micro influencers mean a brand being actively advocated by them and not just simply posting and letting it disappear into the feeds. That kind of exposure helps a brand with the sale of product and not just getting eyes on the business which means the profits can go much farther with micro influencer marketing.
A celebrity or macro influencer can cost thousands and lakhs just for one promotional post, so unless it’s a huge brand, that just may not be very easy on the pocketbook. A micro influencer is a lot more affordable. The cost might depend on the number of followers and engagement, but as compared to macro or celebrity influencers the rates are much lower. A brand can work with more than one micro influencer to reach a maximum population, yet even many micro influencers would cost less than a single macro or celebrity influencer.
The most authentic content comes from micro-influencers who are real people, and so is their content too. Micro influencers with a few thousand followers mainly post their own content, reply to the comments, and their attitude seems to be more authentic than a celebrity influencer with a social media managing team. If a micro-influencer is involved with a promotional post on social media, their followers might be more interested to learn more about the product or brand they are promoting.
With micro influencers it’s more likely to be able to reach very specific niche markets, unlike most major influencers. Micro influencers come from different backgrounds and some specific areas of expertise, brand, or style and attract a particular kind of audience. The questions that should be kept in mind considering the buyer personas are; What kind of influencers the audience be following? What would tempt and attract them to buy the product? This is where micro influencers are an ideal choice as they have a number of populations surrounding them that are connected closely with their interests.
The key to being most successful with micro influencer marketing is to find people who are influencing your specific target audience, or else it’s just a total waste of money and resources on an audience that won’t buy your product.