Micro-influencers are a relatively new group of individuals who are well-known in their particular niches, but are not particularly well-known to the general population. They typically receive very high rates of engagement from their audiences on social media, and collectively, they have a huge impact on the purchasing decisions of consumers in their niche. In terms of their level of influence, you can expect micro-influencers to have around 3,000 to 100,000 followers on any given social platform.
Although micro-influencers don’t have as wide of a reach as high profile celebrities, that doesn’t mean they aren’t effective. In fact, according to HubSpot, 82% of surveyed consumers said they were likely to buy something a micro-influencer recommended! The purpose of this article is to explain the main benefits of using micro-influencers to promote your products or services, particularly on social media. We hope you find it useful!
Micro-Influencers have Better Engagement
As previously mentioned, micro-influencers tend to have higher engagement rates than macro-influencers. In 2018, Markerly conducted a study of more than 800,000 Instagram users. They found that as an influencer’s follower count rises, the rate of engagement on their posts decreases. They concluded that the sweet spot which maximises both engagement and reach is in the 10,000-100,000 followers range. The reasons for this may include:
- Macro-influencers perhaps have many fake accounts following them, making their influence seem larger than it actually is.
- Micro-influencer followers are perhaps more loyal.
- Micro-influencer followers are more likely to like or comment on their posts because there is a higher likelihood that the influencer will see it and respond.
Micro-Influencers are Cheaper
Unsurprisingly, micro-influencers are far more cost-effective than macro-influencers. The cost per post varies depending on which platform is being used. Let’s take a look at the 3 social media platforms which have dominated recent times: Instagram, Facebook and Twitter. Wersm found that:
- On Instagram, 84% of micro-influencers charge less than $250 per branded post, and 97% of them charge less than $500.
- On Facebook, 90% of micro-influencers charge less than $250 per branded post, and 97% charge less than $100.
- On Twitter, 96% of micro-influencers charge less than $100 per branded tweet.
As you can see, these costs aren’t going to break the bank for most businesses. On the other hand, Hopper HQ claim that high-profile celebrities, such as the Kardashians, can charge upwards of $500,000 per post!
Micro-Influencers are More Relatable and Authentic
Influencers with less followers are likely to have more control over their account than influencers will a larger following. They are more likely to post their own content, personally reply to comments, and generally behave in a more authentic manner. Followers tend to see micro-influencers as real, down to earth people. As a result, they are seen as more trustworthy and genuine – they aren’t going to endorse sub-par products because they have close and personal relationships with their small audience.
Micro-influencers Have More Targeted Audiences
Micro-influencers often build a follower base who all share a common interest. For example, let’s imagine that your business creates and sells skateboards. Would you prefer to work with a professional skateboarder who has 50,000 followers on Instagram, or a Hollywood actor who enjoys skateboarding in their spare time with 2 million followers? Which influencer do you think would reach more of your target audience? The followers of the skateboarder are more likely to be skateboard enthusiasts and create a natural buzz for your product when they see a respected individual in their niche promoting it. The Hollywood actor may have some skateboard fans following them, but it’s more likely that their followers have seen one of their movies, or watched one of their interviews on a Saturday night television show.
Thank you for taking the time to read this article. We hope you now have a better understanding of the power of micro-influencers when it comes to promoting your products or services. If you have any questions regarding any of the topics discussed in this article, please don’t hesitate to get in touch. We specialise in all aspects of digital marketing and are always happy to help. Power up your business today!