In our April blog, we pulled out some trends we predict will stick around, and influencer marketing was one of them. Over the last couple of years, brands have woken up to the fact that you don’t need to use celebrities with a million plus followers to run successful marketing campaigns. Micro-influencers, or those with between 5,000 and 100,000 followers, are enjoying something of a moment right now. In fact, in 2019 ten times as many micro-influencers were used for every celebrity influencer – quite a jump from the 3:1 ratio back in 2016!
In this article, we look at the rise of micro-influencer marketing and how it can prove an accessible and effective tool for your business.
The boom in micro-influencer marketing
Whilst big-name celebrities with large followings might seem appealing, they’re probably not the best choice for most small to medium-sized businesses. Micro-influencers, on the other hand, are more accessible and can be very effective in engaging specific (and often niche) audiences. These individuals tend to have smaller but more loyal followings, and according to a report by influencer marketing platform Linqia, they’re by far the most common influencer type for brand campaigns:
(Graphic courtesy of Linqia.com)
Why are micro-influencers so popular?
According to Linqia, “In this year’s survey, 90% of marketers selected that they wanted to work with micro-influencers, up from 80% in 2020.”
There are many reasons why micro-influencers are proving such a hit with marketers, including:
1) Strong connection with their followers
Unlike big names, influencers with smaller communities tend to have built them from the ground-up – requiring far more direct interaction and engagement! This can make their endorsements seem more genuine which in turn makes them more powerful, resulting in more conversions.
As a rule of thumb, the more followers you have on social media the more your engagement is likely to drop off as you’ll need several pairs of hands to manage your community. Micro-influencers are able to maintain a personal touch.
Following on from the above, micro-influencers are unlikely to be polished, media-trained professionals. They’re real people, and your audience will appreciate this. They’ll also trust what they have to say more than they would a celeb!
4) Voice in niche markets
Micro-influencers are seen as experts in their field and have extremely loyal fan bases who view them as such. As a result, they can have a lot of clout.
5) Low price tag
The high engagement rates a micro-influencer can generate, along with lower fees, can give you a great return on investment (ROI).
Working with micro-influencers
So, would your business like to start working with micro-influencers? Here are a few pointers to help make the experience a smooth one!
1) Make sure they’re genuine
You don’t want to collaborate with an influencer who has fake followers or fake signs of engagement, so do your homework! You can use influencer platforms such as Heepsy to help you find and vet influencers.
2) Check follower growth
You want to see a steady growth rate over time and not several sudden spikes which could indicate an influencer has purchased followers.
3) Make sure they understand your goals
It’s essential that an influencer is clear about your business and the message you want to get across before you start working with them.
4) Trust them
It’s important to give your influencer sufficient creative freedom to create content that’s authentic and unique to them.
The trend towards influencer marketing and micro-influencers doesn’t show any signs of disappearing. If you can find an influencer who’s aligned with your business and engages your audience, you could be poised for a successful long-term collaboration!