The Rise of Micro-Influencers
by Koussey •
Influencer marketing has been on the rise for a couple of years now and this trend is set to continue as a growing number of brands sees the value of working with digital influencers.
It all started with celebrities - of course - but more and more sponsored content is created by a very specific category of influencers, the ones that have a follower base ranging from 5 to 50 thousands followers on Instagram, the ones that we are calling micro-influencers.
Why should brands consider working with influencers?
Micro-influencers are not celebrities. And celebrities are not micro-influencers. Both have value in themselves and only a fool will tell you that A is better than B or B is better than A: they don’t provide the same service and most of the time, they are complimentary. But even though micro-influencers have a smaller reach, engaging with them in the promotion of your product(s) and service(s) can be very interesting. Trust and close relationship with their audience are at the heart of any influenced purchasing decisions.
It’s not about getting eyeballs, it’s about getting eyeballs that care.
Marketers have noticed that once an account is over a certain size, fewer people bother to engage. The ratio of likes and comments to followers peaks when an account has around 1,000 followers. If an account reach more than 100,000 followers, engagement begins to plateau.
What’s driving this?
Micro-influencers interact a lot with their community
First, celebrities don’t have time to interact with their communities. Sure, they share their everyday life, special occasions and thoughts. But the relationship with their communities is mainly unilateral: they push their content to their communities. Very few celebrities take the time to interact with their followers, reply to their comments and messages. And truth be told, we can’t expect this from them, they just don’t have the time! But as a result, engagement starts to flatten out.
On the contrary, micro-influencers receive a manageable number of comments and messages and every followers stand a chance to create a conversation. In other words, compared to celebrities, they are still accessible. As you might have seen, many influencers encourage their communities to send them direct messages or to comment their posts, and most of the time, they are happy to take the time to respond to them. Their community comes first.
Micro-influencers are relatable
One of the most outstanding features of micro-influencers is that they are very relatable. When celebrities tend to be out-of-reach, with an image strictly controlled, micro-influencers present themselves as they are: regular people and everyday consumers. This is why their audience easily relate to them.
Let’s take an example: if you see an outfit worn by a celebrity and the exact same outfit worn by someone who looks just like you, which image is more likely to influence your decision? I’m 99% sure it’s the second one!
On top of this, their followers are very likely people with the same interests, aspiring to the same things. If you discover an influencer that match your interests, your fashion style, your interests in beauty products, there is a great chance you will follow him. With micro-influencers, chances are that you will discover a highly targeted audience, which increase their influence.
Thanks to this, micro-influencers can easily help set your brand apart.
Micro-influencers will create unique and authentic content for you.
Micro-influencers usually have a very distinct personal style and they share content that fits into their specific niche. This is highly valuable, and not something to be underestimated. Because they are personally invested in their creations, their content is original and authentic and they become trusted sources of recommendations for their audience.
Let’s be honest, you could create a piece of content and ask influencers to repost it on their feed to promote your brand on social media. But it won’t work. If you want your message to really reach your target audience, and resonate, influencers need to tell a story. Good thing is that they are expert in telling stories, that’s how they manage to gather a community of followers!
Micro-influencers are cheaper.
Instagram is growing fast, and as of June 2018, more than 1 billion people are scrolling through their feed each month. Hence the fact that advertisers are getting more and more interested on the social media network, and prices have been hitting serious highs. Some influencers manage to get paid over $50k USD for a single sponsored post. Ok, that’s the top 0.01% of digital influencers, but in general, as soon as an influencer reaches 100,000 followers, its fee rises dramatically. Why? It’s a full time job.
Hence the fact that many brands can’t afford macro-influencer marketing campaigns. However, micro-influencer marketing campaigns are still very much accessible. Micro-influencers are usually starting out and most of them accept gifted product as payment.
Micro-influencers are the rising stars of influencer marketing. Work with several of them to drive your content and influencer marketing strategy. Let them create multiple pieces of content that will be authentic and highly relatable and increase your brand awareness on social media. Remember that a growing number of potential customers, especially in the new generations, are looking at them for inspiration.
Written by Koussey
Koussey is a cofounder of Capssion