Micro-influencers are individuals who frequently post about a specific subject and interest. Unlike other influencers they often have a smaller number of followers, around 1,000-1,000,000, but still have a large engagement. They are everyday people who focus on a specific niche creating personalized content and interactions.
Better Engagement Rates
Micro-influencers are often able to engage with their followers more than most celebrities. Markerly analyzed thousands of Instagram users and found that the more followers an influencer had the more their engagement would decrease. They stated that “those with less than 1,000 followers generally received likes on their posts 8% of the time. Users with 10 million+ followers only received likes 1.6% of the time”. Often micro-influencers are actively talking about your brand and engaging their audience and therefore get more engagement.
Just like you target your advertisements for specific types of customers you also want to be able to target your influencers for certain niches. Celebrities may have tons of followers but most of them aren’t going to be interested in what you are trying to sell. Micro-influencers often have very specific audiences and can target their content for their interests.
Micro-influencers have less followers than celebrities and therefore are often a lot more affordable. HubSpot says that 97% of micro-influencers charge less than $500 per Instagram post and even less for twitter and Facebook. Some micro-influencers are even willing to make posts for free if they can get discounted or free products. The money you save per post can allow you to have more influencers or afford more posts giving you more bang for your buck.
More Authentic Than Celebrities
Micro-influencers are viewed as more trustworthy and relatable than celebrities. Audiences feel like micro-influencers are more like real people and share the same lifestyle and struggles as they do. Knowing that these influencers have gone through the same things and found a solution, customers consider their opinion expert. Instagram also changed their algorithm in 2019 to the same style as Facebook prioritizing authentic posts over promoted.
Higher Conversion Rates
Word of mouth and research is important for people looking to buy something. People are often sceptical of brands and advertisements taking it upon themselves to learn as much as they can before buying anything. A study conducted by the Keller Fay Group found that “82 percent of consumers who were surveyed for the study, reported they were highly likely to follow a recommendation made by a micro influencer”.With consumers becoming increasingly wary of advertisements, native advertising is becoming more effective. Micro-influencer marketing comes across more authentic to the audience and therefore has more sway. Once you know and understand your target market you will be able to find the perfect micro-influencers for your business.