We all know about influencer marketing, but recently there has been a new kid on the block: the micro-influencer. Micro-influencers have a smaller following than influencers, ranging from 10,000 to 100,000. Despite their smaller audience, they often boast higher levels of engagement within their specific niche.
Micro-influencers post about their particular passion, which can range from cosmetics to photography to DIY projects. As opposed to influencers with millions of followers, these people are generally viewed as being more genuine and relatable. Consequently, they can be a great asset for word-of-mouth marketing as people put more trust into the products they recommend.
As consumers become increasingly savvy towards influencer marketing and sponsored posts, they become warier of content posted by these influencers. Brands should consider micro-influencers as an alternative method of reaching their target audiences. Here are a few reasons why:
- More affordable
Micro-influencers are far more affordable than celebrities. This means that your business can use the same budget to gain a wider reach and visibility through multiple micro-influencers rather than one celebrity. It also allows smaller businesses to explore influencer marketing in a way that suits their budget. As micro-influencers have closer ties to their followers, you are likely to receive better engagement too.
- Target local audiences
If you collaborate with an influencer whose account is fully focused on finding Melbourne’s best hidden bars, your audience is likely to be young Melburnians. Using local micro-influencers can help your brand further define your target audience by geography and demographic, which can be especially valuable for smaller local brands.
As opposed to celebrities that are frequently paid to promote many brands, micro-influencers remain trusted by audiences, who believe they are have more authentic online personas. Micro-influencers cherish their followers and engage with them in ways that bigger influencers are unable to, for example by replying to comments. Every effort made to interact with followers makes them more personal and trustworthy.
- Easier collaboration
Micro-influencers tend to be open to, and often seeking, collaboration with brands. This means that they are often easier to contact than celebrities – sometimes simply messaging them through social media is all it takes.
As with any form of influencer marketing, the micro-influencers your business collaborates with much match your brand and your products for your marketing campaign to succeed..
If you have no clue as to where to start looking for influencers, look within! Identify highly-engaged followers who have more than 1,000 followers and are posting about similar topics. Reach out to them to collaborate on posts about the topics they are also interested in. Since they are already following your brand, they are more likely to advocate for it.
There are also a range of online tools designed to help you search for the perfect influencer. Tools such as Buzzsumo and Influence.co have a database of influencers that can be matched to your brand’s personality and topics.
Micro-influencers are at the sweet spot where they have the follower base to create meaningful brand