Let’s face it: getting an influencer to market your brand is not always easy. The big names, from celebrities to popular YouTubers and bloggers, are practically impossible to reel in. They are flooded with requests day by day from companies that are willing to pay top dollar for Kylie Jenner to promote their gummy bears. I wish this was a joke.
Honestly, chances are that these popular, high-follower count influencers are far too busy to market your brand, and that’s if they stumble upon your request in the first place. No offense! They’re just very busy and, well, expensive. Seriously, some charge as much as $15,000 for one post.
But, guess what? There’s a new kid in town and they’re steadily gaining traction: micro-influencers. Whether you have a small, niche company or a bigger brand with more reach, these small versions of the influencer may be your big ticket to world domination.
Essentially, a micro-influencer is a personality with a smaller following. Their smaller size means they are more likely to respond to you and even charge a little less. Okay, a lot less. Plus, these micro-influencers often have a very specific following that may be your exact audience. For example, say you are a yarn company and really need to get your name out as the best brand for doing yarn things. Who would you contact?
- 7 million Instagram followers
- Has probably never bought yarn
- An unknown number of followers who buy or use yawn
- Very expensive, low chance of response and ROI
The Knitting Queen
- 65,000 Instagram followers
- Most definitely buys yarn regularly
- Safe to say most followers also buy yarn or consider it
- Affordable, high chance of response and stellar ROI
Broken down like this, it’s a no-brainer to choose The Knitting Queen, a micro-influencer.
Another great thing about micro-influencers is their engagement rate. Their smaller following is much more likely to read an entire post and engage with it than an influencer with a large following. In fact, according to Markerly, influencers with 10K-100K followers have the best chances of high engagement and relevant reach compared to influencers with more followers. Yes, you will ultimately get a larger audience from a bigger influencer, but choosing a micro-influencer that fits your niche means that their following is more likely to respond to your brand. So, you’re targeting the smaller yet correct group of followers for less money.
Another reason a micro-influencer is a great choice: authenticity. They have a smaller following and often respond and engage with their followers on a regular basis, which makes them seem much more like a regular person and therefore closer to the followers. Ta-da, high engagement and trust! In fact, 92% of consumers trust peer recommendations over advertising. Since micro-influencers have a higher chance of building relationships with their followers, whether it’s personally responding to a comment or doing a meet-up, they’re considered equals, peers, if you will. So, you’re targeting the smaller yet correct group of followers for less money by using a micro-influencer that is considered a trustworthy friend to the audience.
If you’re looking to jump into the world of influencer marketing, choosing a micro-influencer over a macro proves to not only be cost efficient but to create a campaign that improves your ROI by embracing your niche and authenticity.
— Jordyn Walters