While mega-influencers with millions of followers can have a significant impact on a brand’s reach, there’s a growing trend towards micro-influencers, who typically have a smaller following of just a few hundred to few ten thousand. Let us explore the power of micro-influencers and how they can help your brand reach new audiences.
Size Matters: Why Micro-Influencers Can Be Better Than Large Ones
Micro-influencers may not have the same level of reach as mega-influencers, but they often have a more engaged and loyal following. This is because micro-influencers tend to have a more niche audience, which means they have a higher level of influence within their community.
Moreover, micro-influencers are often more affordable than mega-influencers, making it easier for brands with smaller budgets to enter the influencer marketing space. Micro-influencers may also be more willing to work with brands on a longer-term basis, allowing for a more authentic and sustainable partnership.
- Micro-influencers have a higher engagement rate than mega-influencers. According to a study by Markerly, as an influencer’s following grows, their engagement rate tends to decrease. In fact, influencers with less than 1,000 followers have an average engagement rate of 8%, while those with over 100,000 followers have an average engagement rate of just 1.7%.
- Micro-influencers are viewed as more trustworthy and authentic. According to a study by Collective Bias, 30% of consumers are more likely to buy a product recommended by a non-celebrity blogger, and 70% of consumers say they are more likely to make a purchase based on a recommendation from a peer.
- Micro-influencers are often more cost-effective than mega-influencers. According to Influencer Marketing Hub, micro-influencers can charge anywhere from $10 to $500 per post, while mega-influencers can charge thousands of dollars for a single post.
- Micro-influencers can help brands reach new and niche audiences. According to a study by HelloSociety, micro-influencers are 6.7 times more cost-effective per engagement than their mega-influencer counterparts, and they tend to have a more niche audience that aligns with specific interests or demographics.
Overall, these statistics demonstrate that micro-influencers can be a valuable asset to brands looking to reach new audiences, drive engagement, and generate authentic and trustworthy content.
How to Select Micro-Influencers
When selecting micro-influencers to work with, it’s important to consider the following factors:
- Relevance: Look for influencers who have an audience that is relevant to your brand. For example, if you’re a fitness brand, you’ll want to work with influencers who focus on health and wellness.
- Engagement: Check the influencer’s engagement rate on their posts. A high engagement rate indicates that the influencer has an active and engaged audience.
- Authenticity: Look for influencers who are authentic and genuine in their posts. Influencers who share their honest opinions and experiences are more likely to resonate with their audience.
- Quality of content: Look at the quality of the influencer’s content. Influencers who produce high-quality content are more likely to have a loyal and engaged following.
How to Manage Micro-Influencers
When managing micro-influencers, it’s important to establish clear expectations and guidelines. This includes providing them with a brief that outlines the campaign objectives, brand messaging, and any dos and don’ts. Brands should also consider providing micro-influencers with access to their products or services so they can create authentic and engaging content.
In addition, brands should track and measure the success of their campaigns with micro-influencers. This can be done through metrics such as engagement rate, click-through rate, and conversions.
Micro-influencers can be a powerful tool for brands looking to reach new audiences. While they may not have the same level of reach as mega-influencers, they often have a more engaged and loyal following. By selecting the right micro-influencers, establishing clear guidelines, and tracking the success of their campaigns, brands can tap into the power of micro-influencers to grow their reach and drive business results.