Micro influencers are nothing new.
Of course, technically, they’re new because the term has only existed for the past year or so. However, the concept behind them isn’t new.
Think about this:
Has a close friend ever convinced you to buy something? If you’re like most people, the answer is “yes.” And the reason behind this is simple — we’re more likely to trust recommendations from people we know. The community of people who follow micro influencers feels like they know them and so they trust their recommendations.
In this post, we’ll give a breakdown of all you need to know about these social media influencers, including how brands can benefit from working with them and how to reach out to them.
A micro influencer is a person with a niche social media following. These social media influencers usually have from 1,000 and up to 100,000 followers and create content they are experts in. Because of their knowledge and expertise in specific topics, they’ve earned followers who value their opinions on these subject matters.
Micro influencers have become ideal for brands to work with over other social media influencers, because of many reasons. One of the main reasons is how engaged their audiences are with their content. A study on Instagram engagement found that the higher the follower count, the less engagement there is between social media influencers and their followers.
And why is that? Why would an influencer with, let’s say, five thousand followers, have more engagement than an influencer with a million followers?
Well, micro influencers create content they care about. They most likely post it themselves. They also reply to comments. Besides being knowledgeable about the content they share, micro influencers offer the personal touch and connection that an influencer with millions of followers can’t offer. And of course, brands know the value of creating personal connections when trying to sell products.
Over the past few years, we’ve seen plenty of small and large brands working with micro influencers. If your company or brand is interested in connecting with these social media influencers, what exactly are the advantages?
Influencer marketing can be very costly. You can spend hundreds of thousands of dollars for the average celebrity to share just one sponsored post.
Micro influencers are much more affordable. Their rates depend on how many followers they have and their engagement with them. The starting rate for an Instagram influencer with 100,000 followers to share one post is $1,000. When working with micro influencers, you can expect to pay well below that.
Because of their affordability, you can partner with many of them. This allows you to cast a wider net on the number of people that get exposed to your products or services.
Engagement on social media refers to the comments, likes, and shares that happen when a user posts. As we discussed earlier, micro influencers have higher engagement rates than social media influencers with larger followings. This is great news for you because it means that your content will be noticed!
Take this example from the HYPR platform. Kim Kardashian West, arguably the most well-known mega influencer, has millions of followers.
But take a look at her engagement across platforms —
Compare that to this micro-influencer, who has an audience also interested in fashion but a relatively smaller audience of about 10,000 followers on Instagram.
Her engagement rate on Instagram is an impressive 9.8% — a nearly 900% increase than that of Kim K.
An added benefit to higher engagement is that it presents you with an opportunity to really understand how your market views your products or services. You can use this as a feedback tool to know what some of your market’s pain points are, and then be able to adjust and position your overall marketing strategy to better connect with your market.
Big celebrities often have followers with different interests, so reaching out to them may not help you connect with your market. For instance, if you have a beauty product line and partner up with a celebrity for your influencer marketing, although you have the opportunity of exposing your brand to millions of their followers, you need to consider that many of those followers may not be interested in beauty products.
On the other hand, if you partner up with micro influencers who focus on beauty-related content, you’ll be ensuring that your products get exposed to your specific market.
Now, of course, there are many beauty influencers out there. So, how do you ensure a better ROI when deciding on who you want to work with?
Thoroughly research the audience of potential influencers with an influencer discovery platform like HYPR. You can easily analyze the demographic and geographic data for the influencer's audience, plus their content interests. Then, you’ll have a provably solid pool of influencers that would be great to partner with.
A strong influencer marketing strategy starts with finding the right social media influencers to partner with.
To make life easier, you can use the HYPR marketing suite and discover influencers, bloggers. and thought leaders that would appeal to your brand and audience. The platform has millions of micro influencers in 30,000 categories, including beauty, food, and travel.
Besides thinking about an influencer’s niche, it’s also important to consider their audience demographics, age, and location. All this important information (and so much more), is available on the platform to help you analyze if a particular influencer can be a great fit.
After identifying a few micro influencers you’re interested in working with, the platform also allows you to reach out to these influencers and engage with them. Having this all on one platform helps to streamline the process and can be a great timesaver for busy marketers.
Here’s an interesting story:
The Kardashian and Jenner sisters have an impressive online following. Just one post from any of the sisters has the potential to reach hundreds of millions of people. The CEO and co-founder of Markerly, Sarah Ware, stated that when they partnered with the sisters to promote a weight-loss tea, they saw significant conversions. However, in addition to that campaign, they also partnered with 30 to 40 micro influencers. This campaign saw them achieving even higher conversions!
What’s the big lesson of the story?
Although they don’t have as many followers, the impact that micro influencers have in the social media marketing game can’t be denied.
Want to learn more about influencer marketing? You can start by checking out this post, which covers the current trends around the topic.
Not any influencer marketing campaign will generate UGC. If the influencer doesn't have a high engagement rate with their followers, it's unlikely you'll really inspire much of a ripple effect.Read More