Micro-Influencer - Does Size Always Matter?
The definition of a micro-influencer is someone with an organic following of 2,000-50,000 people on a particular social channel, usually focused on a niche market or passion. Micro influencers are taking the influencing world by storm with Forbes stating that they are the marketing force of the future. 82% of consumers are more likely to listen to recommendations from micro-influencers, which creates a great opportunity for businesses to use to their advantage.
A historical misconception of influencer marketing is that the more followers a social media star may have, the better, but this may not actually be the case in terms of a campaign’s success. Today, the emphasis is more on engagement which appears to be higher with micro-influencers in comparison to macro – which really makes us question does size always matter?
Micro-influencers are just normal people with a large following which, to their audience, will make them seem more trustworthy and relatable than their celebrity counterparts. This authenticity gets mentioned a lot when it comes to influencers; the more authentic a person comes across, the higher their rate of engagement tends to be. This paired with the findings from Markerly that engagement decreases as an influencer gains more followers has resulted in businesses ditching the collabs with the ‘big dog’ celebrities and instead, scouting out people with that golden number of followers.
As mentioned above, a micro-influencer will often have a focus or passion which they base themselves around, and because of this, they are most informed on their subject and can come across as an expert within their field. This assumed knowledge builds up a trust between the influencer and their followers, resulting in them being more likely to believe what the social media star has to say. This trust helps build up a genuine and often intimate relationship between them which is the foundation to creating an engaged online community. This can then be tapped into by businesses to leverage their brand into that established community.
How Can Micro-Influencers Benefit Brands?
Influencers have already created the perfect captive audience a business is looking for, which makes them very attractive from a brand’s perspective. Also, because they are just normal people, collaborations are more likely to come across as natural instead of a blatant hard sell, which translates well with their followers. Consequently, when an influencer wants to share a brand with them, they are ready and waiting and are more likely to take on a recommendation. 40% of users on Twitter admit that they have made a purchase as a result of an influencer’s tweet, which highlights how effective influencer marketing can be.
Investing in a micro-influencer is much more cost-effective in comparison to macro-influencers. Not only is collaborating with a micro cheaper, but it can also be more successful, which significantly increases the return on investment. To make up for the lost reach due to not choosing a macro-influencer, a business can use more than one micro, or a combination between macros and micros, to reach their desired audience.
How Can Businesses Work With Micro-Influencers?
There are many ways that brands can work with micro-influencers. One way is for businesses to send the influencer a product to try out and post their response and images over their social media accounts. Putting out content that is in a natural setting and organic is more likely to resonate with their followers. Influencers can also post images and videos of the brand as well as writing blog posts which can then be shared across their social media.
Another way for brands to interact with micros is by letting them take over their social media accounts for a specific amount of time which helps gain exposure for the brand.
Small companies to global businesses of any shape or size can now tap into the trend of influencer marketing due to micro-influencers being more accessible and affordable. The high levels of engagement the influencer has will be transferred to the brand. This wouldn’t happen with macro-influencers who have a very large following, meaning businesses will get more bang for their buck! It’s clear to see why brands are focusing less on how many followers a person has and more on what they can gain from working with them. So when it comes to influencer marketing, maybe size doesn’t matter after all.
If you want to learn more about influencer marketing, take a look at our rise of influencer marketing article to help your business gain exposure and reach your desired audience! Here at Ducard, outreach plays a significant role in our marketing strategy. For more information on the services we provide, get in touch with us today.