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At this point, influencer marketing is on every marketer’s radar. Nearly any brand has the opportunity to work with influencers that not only match their brand image but can promote it to a large and likeminded audience. When it comes to influencer marketing, it can be easy to get lost in the sea of blue checkmarks. However, a larger following doesn’t necessarily translate the way you think it will when it comes to your brand’s growth. Influencers with a smaller following can have a more impactful outcome for your brand than those with double, triple, or quadruple their followers.
First, What is a Micro-Influencer?
According to the Association of National Advertisers, a micro influencer is defined as “an individual who has between 10,000-50,000 followers on social media”. Genuine micro-influencers are experts at social media promotion, creating engaging sponsored content that resonates with their audience, and they know how to authentically curate content with products they honestly enjoy.
In this article, we’re going to give you some reasons why you should use micro-influencer for your brand growth.
Micro-influencers generally have a more engaged audience than influencers with an excessive amount of followers. At this stage of the game, influencers are less likely to ‘sell out’, with brand partnerships that don’t align with their content. This is the result of creating a highly unique online persona and dialed in, niche content. Many micro-influencers are dedicated to creating content that is very specific to their interests and passions, which garners an audience that values those same things. The magic happens when your brand fits perfectly into their niche and will resonate with all of their followers in an authentic way.
According to this study, 61% of social media users trust recommendations from an influencer they follow. This trust is only strengthened when an influencer feels even more relatable to their audience. Micro-influencers are often very active and transparent on their accounts, which makes their intimate audience feel extremely close and connected to them. The general public has a more skeptical view on “mainstream” influencers, especially those who seem to promote everything under the sun and who don’t come across as very sincere.
While there isn’t a defined price list for influencers based on their follower count, working with a micro-influencer is a more realistic way to explore Influencer Marketing – especially for smaller brands. Macro-influencers may have a huge audience, but with a more hefty price tag and a likely less-engaged audience, your return on investment will usually be higher when working with a micro-influencer who embodies your brand. If you find the perfect influencer with a cost that is manageable for your brand, it can open up the opportunity for long-term partnership and therefore increase the trust between your brand and the influencer’s audience.
Written by Mackenzie Mowat
We hope this article was able to illuminate some of the reasons why working with a micro-influencer can be a key component to growing your brand!
Looking for somewhere to get started with an influencer marketing plan? Contact us to learn how we can help!