Influencer marketing is on the rise, and while celebrities have an advantage, you do not have to reach their level to be successful as an influencer.
Micro-influencers, or people who have fewer than 100,000 followers – often lower than 20,000 depending on who you ask – are particularly helpful for marketers. Let’s take a look at the reasons why, aside from the fact that they do make up the majority of digital influencers online today.
1. They are more cost effective.
For many brands with limited budgets, it makes more sense to work with micro-influencers because they have significantly lower rates compared to people with thousands, or even millions of followers. Macro-influencers, or those with an audience of 500,000+ tend to charge high fees for sponsored posts. While they can still deliver value, the high fees mean they aren’t a cost effective investment.
Cost effectiveness should be part of your brand strategy, whether you’re just dabbling in influencer marketing or you are heavily invested in it.
If you pay $10,000 for a top-tier influencer to do one post, you won’t get as much from it as investing the same $10,000 in a larger campaign with multiple smaller influencers. You’ll get more posts total, and exposure to a better variety of audiences across the same niche with the micro-influencer campaign.
For smaller businesses that don’t have the budget to even work with a macro-influencer, micro-influencers let them jump in to to compete with the bigger brands, because all that matters is the influencer aligns with their budget and their target market.
2. Engagement rates are higher.
Both studies reveal that as audience size increases, engagement rate decreases. Because engagement is a more important metric for brands, it makes sense for them to collaborate with people who they know will get their message across.
Sure, Kim Kardashian may have 135,570,876 followers, but her engagement rate is only 1.96%. Compared to micro-influencer Modern Fit who has 46,076 followers and a 2.62% engagement rate. Higher engagement is always better because it means people are paying more attention to what the influencer is sharing.
Influencers with 100,000 followers have around a 1% engagement rate, meaning only about 1,000 people are interacting with the content. But a smaller influencer with audience of 10,000 followers and a 6% engagement rate puts you in front of 600 people.
While you’re still losing exposure to 400 people, the difference in rate between the larger influencer often means you’re getting a much better per follower/engagement cost than you would with the larger influencer.
3. They’ve got authenticity.
Higher engagement rates generally mean that many followers have been there from the beginning, so they’re invested in the influencer and connected to them personally. Micro-influencers cherish their growing communities, and as such, are there to reply to comments, attend events, and engage their community both online and off.
Celebrities and other high profile influencers are often in high demand and have other commitments that stop them from being so readily available and personal with their following. Let’s be honest – no one really has the time to reply to 300 Instagram comments in a day, so the smaller audiences get more interaction from the influencer.
The other thing that makes them more person is the fact that their audience trusts them, which is not as a common with macro-influencers. Because these macro-influencers are known to regularly work with a variety of brands and consistently take on paid advertising projects, it means the audience doesn’t readily trust all of their recommendations.
4. They’ve mastered quality content creation.
Because micro-influencers are working toward building a macro-influencer status, they are focused on creating quality content their audience loves. They may not have a huge following, but you can bet they’ve mastered what it takes to create quality content.
Whether it’s the written word, imagery, or multimedia content you’re after, you can find an influencer to get the job done well, on budget, and without compromising quality. Instagram influencers are great at visual content, and many of them are great storytellers, using the captions to enhance the photos and videos they post.
5. They’re willing to go above and beyond.
Many brands love working with micro-influencers because they are great to work with. They are willing to go beyond what’s necessary to impress clients and keep them satisfied because they are so grateful for the chance to work with a brand that values them and their audience.
Because they aren’t as busy with other commitments as macro-influencers can be, it’s often easy to reach them via email to communicate with them directly, rather than having to go through a talent manager. Micro-influencers are generally more willing to explore out-of-the-box options, as well.
Micro-influencers are a great way to deliver marketing messages because there are plenty of them out there, and they deliver authentic, natural, and genuine recommendations. They are not affected by ad blocking software so there’s nothing standing between the content and consumers.
The marketers who understand the power and value of engagement in influencer marketing create better, and more powerful marketing campaigns. Leveraging smaller influencers in your marketing strategy allows any brand to succeed.