Everyone keeps talking about the importance of finding influencers that are best suited for specific campaigns, and in this context, people are preaching how good and beneficial so-called micro-influencer marketing can be.
But what are the benefits of micro-influencers and what concrete improvements do they bring to brands? To answer these questions, this article lists the main advantages and provides you with tangible goals that you can easily achieve through good micro-influencer marketing.
What are micro-influencers?
A micro-influencer is an influencer who typically has between 10,000 and 100,000 followers. Don’t let the term “micro” fool you: despite their smaller following, micro-influencers can still make a huge difference when it comes to brand exposure. Plus, they’re accessible and highly responsive influencers. Think of them as a direct line to your target audience with a personal touch.
That said, each brand may have its own criteria for what defines a micro-influencer. Whether you consider micro-influencers to be those with fewer than 10,000 followers or up to 100,000 followers, you and your team should be aligned on this definition.
Classification of influencers according to the size of their audience:
- Nano influencers: 1,000–10,000 followers.
- Micro-influencers: 10,000–100,000 followers.
- Macro influencers: 100,000–1,000,000 followers.
- Mega/Celebrity influencers: More than 1,000,000 followers.
Differences between micro-influencer marketing and traditional influencer marketing
Each type of influencer has unique advantages and disadvantages. However, the biggest benefit of micro-influencers is that they allow you to target specific audiences, such as niche groups, specific regions, or communities with shared values.
In traditional influencer campaigns, your brand can achieve greater reach by working with macro-influencers or celebrities due to the massive size of their audiences. These influencers are often suited for national or international brands, popular product categories, or companies with a large and diverse customer base.
On the other hand, macro-influencers tend to be more expensive than micro-influencers. Although micro influencers’ audiences are smaller, they are usually more engaged and easier to convert into customers.
With micro-influencers, brands with high conversion goals and lower budgets can achieve better results. Larger brands also use them, but they tend to diversify their budget by also including macro and mega influencers.
Why should brands collaborate with micro-influencers?
Here are compelling reasons for your brand to consider working with micro-influencers:
1. Authenticity and trust
Micro-influencers are perceived as more authentic compared to macro-influencers. They interact more personally with their followers, making their recommendations seem like advice from a friend rather than a sales pitch. This level of trust can be very beneficial for your brand.
2. High interaction rates
Despite having fewer followers, micro-influencer marketing often has higher engagement rates. Their followers are genuinely interested in their content, which leads to more likes, comments, and shares.
Imagine you’re launching a new skincare product and you collaborate with a micro-influencer who has 30,000 followers. Her recommendation can generate hundreds of comments and shares, which is pure gold for your brand.
3. Economically accessible
Collaborating with micro-influencers is often more affordable than working with macro or mega-influencers, making them an ideal option for brands on tight budgets.
For example, instead of spending thousands of dollars on a single post from a mega-influencer, you can collaborate with multiple micro-influencers, diversifying your budget and reaching more diverse audiences.
4. Segmented audience
Micro-influencers often target specific niches. Whether it’s fitness, fashion, technology, or food, their followers are deeply interested in those topics. This allows your campaign to be more precise and get better results.
For example, a tech startup that partners with a gadget-savvy micro-influencer can reach a tech-savvy audience much more effectively than with a generic campaign.
5. Creative collaboration
Micro-influencers are often highly creative content creators. Working with them can bring new ideas and perspectives to your marketing campaigns, helping you create unique content that resonates with your audience.
Imagine a fashion brand collaborating with a micro-influencer known for her DIY fashion hacks. Her creativity can put a unique spin on promoting your products, making them stand out in a saturated market.
Examples of micro-influencers
Some profiles that fall into the category of micro-influencers are:
- Juan Martinez (@travelersbuddy): Journalist for BBC Travel and Lonely Planet. On his Instagram he shares photographs from around the world, promoting less popular destinations.
- Jenn (@hellorigby): Lifestyle influencer based in Seattle. She promotes beautiful places in her city and a colorful lifestyle.
- Alyssa Lynch (@alyssalynch): Known for her sustainable and ethical fashion choices, Alyssa Lynch often shares outfit inspiration and tips on how to build a more eco-friendly wardrobe.
Which brands can benefit from micro-influencers?
Working with micro-influencers can benefit almost any brand, especially e-commerce brands. Here are some examples:
Technology companies:
Collaborate with micro-influencers on YouTube for tech product reviews. Submit your products for free for them to review, generating valuable content that you can share on your own social media and gaining social proof for your brand.
Restaurants:
Invite food bloggers or micro-influencers who specialize in gastronomy to visit your restaurant. Offer them a free meal or reduced prices in exchange for mentions on their social media and, preferably, a review on their blog or page. This helps attract new customers interested in unique gastronomic experiences.
Clothing brands:
Offer free products to micro-influencers to feature on their profiles, especially on platforms like Instagram. Micro-influencers in the fashion industry are ideal because they often share new outfit combinations, inspiring their audience to incorporate your pieces into their daily style.
Events:
If you organize events such as music festivals, trade shows or conferences, micro-influencers can be excellent promoters. You can invite them as VIP attendees or collaborators to share their experience in real-time, drawing their followers’ attention to your event.
Micro-influencer marketing is a solid solution to increase brand awareness and sales through authentic and accessible ambassadors. By collaborating with them, you can establish positive sentiment towards your brand, generate social proof, and engage in an honest dialogue with your target audience. Integrating influencer content into your marketing strategy is a great way to meet the demand for visual content on social media.
