In a world full of Instagram swipe-up links, sponsored posts and YouTube ads, influencer marketing is no longer a foreign concept to companies looking for new ways to switch up their traditional marketing routines. According to the research firm eMarketer, spending on influencer marketing is projected to increase more than 30% before 2021 is even over.
Sure, macro-influencers and celebrities like Kim Kardashian do have the power to reach a variety of new consumers and start a conversation around your brand, but many companies may not be able to afford the thousands of dollars it could cost for just one social post. Another consideration is many consumers value authenticity and relatability, which could make them wary of influencers with larger followings because their promotions may be perceived as a cash grab. Enter the micro-influencer.
Micro-influencers aren’t typical big-name celebrities or public figures. Micro-influencers are everyday consumers who have between 10,000 and 50,000 followers on social media. They are known for a particular niche and usually share content related to that specific interest, like foodies and fitness.
Brands that partner with the right micro-influencers reach a more targeted audience and promote their products or services with a different level of authenticity. Let’s dive into the top three benefits of using micro-influencers to improve your marketing strategy.
Unlike celebrities and other macro-influencers, micro-influencers aren’t saturated with millions of followers or bot accounts. They interact with their audience more frequently, helping to foster a genuine connection where consumers are more likely to purchase.
Micro-influencers keep their audience up to date on their favorite products and why they like them, speak to any common problems they might be dealing with (where your product is the solution) and respond to any incoming questions or comments quickly. Higher engagement rates also mean you can trust your micro-influencer is actively talking about and recommending your brand – not posting a one-and-done sponsored post.
There are times when spending thousands on a celebrity endorser just makes sense, especially if you’re a huge name brand. However, for many smaller companies, spending your advertising budget on just one celebrity influencer for a single post that will likely disappear into their feed isn’t the only option.
Working with a micro-influencer is a great alternative where you can still receive high-quality content and reach a hyper-targeted audience all at a lower cost. This also offers more wiggle room in your budget when it comes to compensation. You may be able to negotiate deals where you provide free products or website features in exchange for a certain number of posts or videos.
Micro-influencers have a close circle of friends and fans who are invested in their personality, style and interests and will trust their opinion on product endorsements. If you’re a granola bar company specifically trying to reach hikers and travel adventurists, it would be in your best interest to work with a micro-influencer who is also a hiker and travel adventurist because they already cater to that audience. This allows you to tap directly into these hyper-targeted markets, giving your brand the amazing first impression it needs to successfully sell more products.
Partnering with an influencer who already has a relationship with your audience, gained their trust and is the human embodiment of your brand’s persona is likely to lead to higher engagement rates and product sales.
With any influencer marketing strategy, it’s important to have specific goals in mind when thinking about which type of influencer is right for your brand. There are many cases where splurging on a celebrity sponsor can give your company a major break, but don’t forget about the power of the everyday consumer and the connections they have, as well. Working with a micro-influencer is a great, low-risk way to switch up your marketing strategy and build authentic relationships with your audience