Marketing dynamics are constantly evolving to fit today’s digital world.. Banners, billboards, television, and radio advertisements were once the most popular way to promote products.
Today, social media platforms have changed the way products are advertised. Influencer marketing is the new trend taking over social media; yes, it works.
Have you purchased a product simply because someone you follow promoted it on social media? The answer is probably yes for most of you. Attaching a familiar face to a product gives consumers a sense of familiarity, whether through a large-scale celebrity or lesser-known internet personality.
Like typical influencers, micro-influencers promote brands online to a smaller follower base. The concept behind micro-influencer marketing is to endorse marketing through influencers with a niche following and organically endorsing products and services instead of sponsoring content.
Who is a Micro-Influencer?
A micro-influencer is a person who has a following of 1,000-10 000 people on social media. While they may not have follower counts like celebrities and TikTok stars, they have a high level of engagement and are experts in their field. Therefore, reaching out to micro-influencers is the best option to target a niche market with an audience tailored to your brand's values.
Micro-influencers work differently than celebrities and other public figures. They are well-versed in the topics they share online, which is why they have such high levels of engagement on their posts.
Why Choose Micro-Influencer Marketing for Your Business?
No matter the size of your company, micro-influencer marketing will go a long way. Moreover, this is a perfect choice if you plan to start a digital business. It's an affordable solution for smaller brands, and it's often easier to reach out to micro-influencers with fewer DMs clogging their inboxes.
Influencers with millions of followers prefer to work with more prominent brands. Don't be discouraged if they turn down your offer to collaborate. Working with micro-influencers can be just as effective if done right. This section covers some of the most prominent benefits of micro-influencer marketing.
1. Micro-Influencers Have Higher Engagement
Accounts with high follower counts typically see fewer comments and likes than micro-influencers. Therefore, if you are looking for higher engagement, it is better to look for influencers with under 10 000 followers.
Micro-influencers work differently than celebrities and other public figures. They are well-versed in the topics they share online, which is why they have such high levels of engagement on their posts. A micro-influencer is more likely to engage one-on-one with followers (through DMs and comments). They appear more authentic because they haven't attained the “celebrity status” larger-scale influencers have.
Revel Nail's micro-influencers share their favorite manicures with a dedicated community of nail polish enthusiasts.
2. Micro-Influencers Are Affordable
If you are low on your marketing and social media budget, reaching out to micro-influencers is the best way to promote your product or service. Celebrities usually charge thousands of dollars for a single post, whereas micro-influencers will likely be more flexible with price ranges. To improve the effectiveness of your campaign, you can get in touch with more than one micro-influencer. This will enhance your brand's reach and make your marketing campaign more effective.
3. Micro-Influencers Are Authentic
Micro-influencers are more relatable to the average shopper; therefore, their content on Instagram is often more authentic. Influencers are not fake people, but they usually don't post organically generated content or reply to comments and DMs as frequently. When a micro-influencer posts on Instagram, the audience is more eager to interact and comment as they know they will get a response.
Additionally, when a micro-influencer highlights a product, they genuinely use and enjoy it. Often, more prominent celebrity influencers don't reach this level of authenticity because their audiences know they are likely being paid to post ads.
It should also be considered that Instagram is operating more like Facebook now. High-quality content is preferred over sponsored posts. This is likely another reason why micro-influencer marketing has a high engagement rate.
Hylete reshares photos from micro-influencers whose posts garnered significant traction with the community.
Managing Your Micro-Influencers and Tracking Success
Once you've launched a campaign, measuring its success through metrics like engagement and ROI is crucial. You can manage your brand's relationships with micro-influencers as well as the performance of their posts through an influencer marketing tool like Pixlee's. This platform also allows you to discover influencers who align with your product and target audience.
You won't miss any details by tracking participation in campaigns and engagement per post while streamlining conversations with each of your influencers in one place. You will also be more well-informed when designing future campaigns and deciding which relationships to spend more time and effort pursuing.
While micro-influencers have been around in some capacity long before social media (back then, it was just called word-of-mouth marketing), their reach grows as people spend more time shopping online and connecting with others through social platforms. Identifying the audience you hope to target with your marketing efforts and discovering figures in those communities who can showcase your brand in a new light is the future of influencer marketing. A micro-influencer can help you grow your business innovatively and cost-efficiently.