Most contemporary marketers use influencer marketing as part of their social media strategy. When it comes to influencer marketing many are still taking a “bigger is better” approach. Mostly choosing influencers based solely on the number of followers. For most brands a bigger audience just feels like a surer bet. But studies show this isn’t always true. A notable trend still often overlooked in this is the emergence of micro-influencers.
A micro-influencer is an individual with between the 5.000 up till 100.000 followers. They are knowledgeable in a certain niche. Whether it’s in the travel, food, tech, fashion or even pets these individuals are passionate about their field. Micro-influencers are gaining ground fast and we want to share five ways this trend impacts your marketing.
Recommendations from micro-influencers are considered as more authentic
When a big influencer posts about a brand they’ve never talked about before this seems disingenuous. Consumers can see right through it. Micro-influencers may not have millions of followers. Some may even have as few as 5,000 followers. But their recommendations are seen as more authentic by consumers.
Micro-influencers drive more purchases
These days many people use ad-blockers on their computer or mobile. Therefore buying habits shifted and social media became more effective in driving purchases. Consumers learn about a product through social content and reviews. McKinsey did a study about word of mouth and influencer marketing recently. They concluded that word-of-mouth generates twice the sales compared to paid advertising. Remarkable is that sixty-one percent of consumers make a purchase after reading about it in a blog post.
Micro-influencers generate higher engagement rates
Even though endorsements from big social influencers may work te get reach. Brands are seeing more success with micro-influencers in their market that have between 5.000 up to 100,000 followers. Studies show that engagement levels on social decrease significantly as audience size increases. Micro-influencers have a strong relationship with their follower base. This gives them the ability to generate higher engagement rates compared to big influencers.
Content from micro-influencers is hyper-targeted
Content of a micro-influencer is more tailored to their niche. Market research conducted by the Keller Fay Group has found micro-influencers are considered 10% more knowledgeable about a product than the general public. Therefor their audience supports and admires them for a specific reason. This level of genuine credibility means their voice is extremely loud in their arena of expertise. Especially if you consider the fact that 84% of consumers trust peer recommendations over brand advertising.
Micro-influencers fit both big as small budgeted brands
Micro-influencers make influencer marketing possible for brands of all sizes and budgets. Even better they are budget-friendly because they are often accept product samples or event invitations to collaborate. This makes them a valuable asset for those brands that may not be able to launch a big budget paid campaign.
The Bottom-Line
Micro-influencers can be a secret weapon for brands of all sizes looking to boost awareness and conversion. Whether you are a large brand looking for new ways to reach your target audience, or a startup seeking cost-effective ways to introduce your new product, embracing micro-influencers can help you achieve meaningful results while connecting with genuine brand enthusiasts.
