4 Reasons Why You Should Be Working With Micro-Influencers
If there’s one type of influencer that’s perfect for brands of every kind and size, that would be micro-influencers.
Micro-influencers are just like any other influencer: they are influential public figures and content creators. What makes them different from the ‘usual’ influencers we’ve come to know would be their follower count. Instead of those with a following of 500k and above, micro-influencers normally settle in between 10k to 50k followers...
...sometimes even less.
Despite catering to a ‘micro’ audience, this doesn’t mean that they can’t have a massive impact on your business. Micro-influencers offer brands big benefits that their macro-counterparts can’t match. In this article, we’ll dive into four of them. Let’s get started!
#1 Increased Accessibility
Micro-influencers are more accessible in the sense that it’s easier to reach out to the person you’ll be working directly with. They most likely would be managing themselves at this stage in their career. As a result, they tend to be more open to ideas, constructive feedback, and various compensation models you may offer.
Don’t be mistaken, this doesn’t make them any less professional than macro-influencers, most of whom are signed to an agency. Micro-influencers produce work that is on par with their more famous counterparts, and even the biggest brands such as Amazon or Google love to work with them in their campaigns.
#2 Higher Audience Engagement
Quick question, do you have better, more meaningful conversations in small groups or large gatherings? I’m willing to bet it’s the former. The same applies in the digital world! Micro-influencers regularly bring higher engagement levels to brand campaigns.
This is largely due to having a smaller following, where they can interact quickly and frequently. In effect, they can build more meaningful connections with their audience, who are more than delighted to reciprocate through likes, comments, and shares.
#3 Drivers of Trust
The appeal of micro-influencers is that they exude authenticity. They genuinely seem like regular people—just like you or me... with a few thousand more followers.
The somewhat attainable size of their following makes them appear more approachable and relatable, which gives them greater credibility. In effect, they have their audiences' trust when it comes to product recommendations and decision-making.
#4 More Cost-Effective
In the influencer world, the amount being charged depends on several factors. One of the biggest ones would be follower count. This means, typically, micro-influencers charge less than influencers with massive followings.
This works well for most small-to-medium businesses because they can work within their budget while maximizing impact on a targeted audience.
While micro-influencers are still the ‘new kids on the block’, they’ve already proven to be game-changers for so many brands. But to truly drive results when working with them, it all boils down to finding the right match. As mentioned in the points above, they’re great at capturing an audience—just make sure it's yours!
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