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Micro-influencers hold much power in gaining the attention and trust of their followers. Now it’s a great potential for your brand, which is more affordable than setting up a whole new campaign using paid advertisements on Google or social media platforms. Their followings are small, but it has more impact and call to action to their followers to become consumers of your brand. You can also see through the engagement rates that their followers are after what the micro-influencers are on. This influencer marketing helps consumers decide what products or services to buy since their trusted role models have tested them. |
Each micro-influencers has its own set of audiences that consume its content. Although you may think they have few followings, your brand will surely catch their followers’ attention. Micro-influencers have a more personal connection with their followers, who listen and support them on their journey.
This article will give you more knowledge of how micro-influencers can impact your brand. Read on and get inspired by micro-influencers and the big brands they’ve worked for, which may help you collaborate and create content for your marketing campaigns.
What is a Micro-Influencer?
Micro-influencers, by definition, are content creators who have known within their niche that has fewer followers, and a micro-influencer follower count has at least 10,000 followers. Top micro-influencers can reach up to 100,000 followers.
Micro influencers’ number of followers may have a small network, but the number of their followers is still significant to reach organic users. Additionally, micro-influencers are more engaged and drive more calls to action using their branding.
Micro-Influencer Statistics
Influencers, in general, have gotten 61% of their followers’ trust when it comes to recommendations, advice, tips, and more. Plus, micro-influencer holds the power of having more engagements since they can have 22.2 times more conversations whenever they recommend products.
A much more significant statistic is that 82% of consumers will likely listen to and follow the micro influencers’ lifestyles, tips, and recommendations. This means that their opinions and experiences are very much valued by their followers, who consume their content.
Therefore, working with micro-influencer can bring your brand closer to its followers and have a closer look at what you offer.
Micro-Influencers vs. Macro-Influencers
The difference between micro-influencers from macro-influencers is that they have fewer followers. Compared to the micro-influencer number of followers, macro-influencers and mega-influencers may reach up to 100,000 to million followers.
Both are content creators that can reach your targeted consumers. But from here, you can consider what’s within your budget and which is more effective for your marketing campaigns and further drive your sales.
Benefits of Micro-Influencers
Micro-influencers are also early adopters, meaning they have access to and use the product the innovators have created before everybody else or the majority. The majority will follow what they are up to and talk about within-group pages or online communities their content created.
Therefore, a micro-influencer has become relevant from these followers in deciding which clothing, food, and services to different places to visit, and more. Aside from a micro-influencer being a way for your marketing campaigns, there are other benefits if you consider hiring them.
1. Cost-Effective
Compared to macro-influencers, they are much more affordable or less expensive when they charge for their collaboration with you. Most micro-influencers will mostly do all the content creating and editing for your sponsored ad.
Also, you can afford a 30-second sponsored video ad within your marketing budget in exchange for more prospects and eventually become your long-term consumers as you collaborate with a micro-influencer.
Book to read: The Micro-Influencer’s Brand Partnership Bible
2. Easy and Accessible to Work With
Micro-Influencers on TikTok can set cultural trends and can mostly reach a wider base, including the majority of younger generations.
Image source: https://www.smartinsights.com/wp-content/uploads/2017/11/Micro-Influencers-Infographic.png
Most micro-influencers on TikTok may try new products and are more likely to support small and local businesses than established or macro-influencers. They know how to make the most out of TikTok as their platform and can be easily reached and work with their creativity and potential.
3. Authenticity
Micro-influencers are known for their authenticity and first-hand use of the products through honest reviews, compared to big marketing agencies who hire talents or celebrities to promote their products.
They also have higher engagements than collaborating with macro-influencers, which can reach up to 7-20% of the engagement rate. Micro-influencer campaigns are more effective since their followers can relate more personally to their content than macro-influencers with celebrity status.
Book to read: Amazon.com: Influencer Marketing Strategy: How to Create Successful Influencer Marketing eBook
How to Find Micro-Influencers on Instagram
These are some ways to find micro-influencers for your brand. Mostly on social media platforms, you can find, connect, and hire them on Instagram:
1. Search Instagram hashtags for micro-influencers – search specific hashtags related to your brand or niche that a micro-influencer may also already use for their content.
2. Look into your followers – your followers may already be following micro-influencers. Check these micro-influencer’s content on Instagram, and ask for collaborations.
3. Check forums or online communities – you’ll see people talk about micro-influencers within these platforms, even on Instagram stan accounts.
4. Instagram creator marketplace – meta has developed this to easily find, negotiate, and collaborate with creators for paid partnerships.
5. Use Apps – Insense is an app you can use to set up and look for creators you want to hire, your budget for the partnership, and your marketing goals (for conversion or brand awareness)
Brands for Micro-Influencers
You’ll also get to see that big brands work with micro-influencer nowadays. It means that their reach and authentic content have convinced big brands that it has the potential to drive their marketing campaigns.
1. Sephora
Sephora has paved the way for micro-influencers to promote their brand through the #SephoraSquad beauty influencer program. The program has chosen 24 micro-influencers with platforms that use them for reviewing beauty products, storytelling, or makeup tutorials.
Also, the 24 micro-influencers get a one-year paid contract to provide honest reviews as they’re given free Sephora makeup samples and products. Sephora chooses these #SephoraSquad influencers to advocate diversity and the chance to represent and voice out minorities regarding race, ethnicity, and gender identities.
2. Sperry
Sperry has collaborated with 100 micro-influencers that have already purchased their famous boat shoes. Additionally, Sperry is one of the brands that collaborated with micro-influencers even before the rise of influencer marketing.
Sperry has easily promoted their brand from micro-influencers who have already been using and have tested its shoes for years. Yet, it has also become effective in brand awareness, reaching and making 4.7 million impressions on Instagram.
3. Coca-Cola
Coca-Cola, despite its world-renowned carbonated drinks, has managed and still chosen to work with 14 Instagram influencers who have fewer than 100,000 followers.
Additionally, Coca-cola has chosen Instagram influencers to become brand ambassadors since they create content on food, travel, fashion, and sports, which Coca-cola can still incorporate into their products.
Book to read: The Influencer Blueprint: A Step-by-Step Guide to Harnessing the Power of Influencer Marketing for Business Success
Micro-Influencers For Your Marketing Campaigns
You now have seen the impact micro-influencers can have on potential consumers. Also, the cost-effectiveness, authenticity, and access to hiring micro-influencer for your brand marketing campaigns are achievable within your marketing means and resources.
You’ll be able to reach organic users that are mostly involved and updated with the micro influencers’ happenings and journey. Such users consider the micro-influencer’s opinions, perspectives, and recommendations since they can personally connect and relate more to each of their followers.
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