Influencer marketing is nothing new, but this idea of using influencers with LESS followers is growing. Using influencers with less followers can actually be more successful than using influencers with hundreds of thousands followers. Influencers are everywhere and can be a great way to extend your reach to other parts of the country or even the world. So you’re probably wondering, what the heck is a micro-influencer and why are you telling me about this? Here are a few reasons why your business should start connecting with micro-influencers.
What is a Micro Influencer?
Most people describe micro-influencers as someone with 1k-30k followers on Instagram. But others say the “sweet spot” for these types of influencers are anywhere from 10k-100k followers. They can cover a variety of topics from cars, beauty, fashion, lifestyle, travel, etc. With such a wide variety of types of influencers, there is most likely someone out there that would fit with promoting your brand and doing it organically.
So why should you use someone with less followers to promote your business or brand?
They generally have a higher engagement. They are also more genuine, authentic and have an overall better connection with their followers. Their followers trust that the brands they are promoting are products they really do use and love.
They are affordable. A lot of the time influencers will accept product as payment to promote your brand. The higher number of followers results in higher payment requests. Celebrities have been said to charge over $50k per post. In some cases, this can certainly be successful, but you could collaborate with multiple micro-influencers and extend your reach with much less budget. 84% of micro-influencers charge less than $250 per branded post on Instagram. By working with multiple micro-influencers versus one macro influencer you are creating more relationships with people that believe in your brand.
They are creative wizards. They have an unique eye and are trying to make a brand for themselves with unique photos, photo editing and overall aesthetic. They know how to cater to their followers by creating content in their own style while still staying brand-focused.
They are authentic and organic. If you can find influencers that already use and love your products will make it even easier for them to promote your brand. Also chances are they will be more than willing to work with a brand they already know and love.
They have more specific audiences. Micro-influencers are known for their more niche market. For example, let’s say you reach out to a celebrity to endorse your company's health products. Chances are most of their audience is not interested in health and fitness. But if you reach out to a fitness micro-influencer, those followers ARE interested in health and fitness because that is the content they are looking for in their feed.
It’s not always about trying to get the biggest name to work with you. Sometimes getting multiple authentic influencers with specific niches will be the most successful. What are you waiting for? Get on Instagram, follow some micro-influencers and make those connections.
Here are some examples of micro-influencers who are killing the game…
@thelovelyescapist - Travel Blogger
@alexasearth - Food & Fitness Blogger
@lovelenore - Fashion & Lifestyle Blogger