Influencer marketing has gained a lot of prominence in the recent times, with many brands recognizing its power in driving brand awareness, generating more leads and increasing conversion rates. But there’s something new coming into the scene– micro-influencer. Bloggers, instagrammers, television personalities, YouTube vloggers or a mix of them are used by savvy marketers as a part of their influencer marketing campaign. But a micro-influencer tends to steal the limelight from all other influencers.
The power of micro-influencers
Unlike experts, public figures or celebrities who are social media users, micro-influencers have 500 to 10,000 engaged followers around relevant niches. These individuals specialize in a particular niche and maintain an active social media presence by sharing interesting content. Although micro-influencers have a modest audience, they tend to enjoy hyper-engaged followers from the vertical they work in. However, it is advisable to use “big” micro-influencers who have at least 10,000 followers. Indeed, with 10,000 followers, the audience/engagement rate ratio is at its best.
If you as a brand owner are still skeptical about using micro-influencers, perhaps the following points will give you enough reasons to approach them:
Micro-influencers enjoy higher engagement rates
Don’t go with the number of followers of influencers always because they also have the highest engagement rates compared to other influencers. You can leverage the high engagement rates of micro-influencers to drive the ROI of your brand. At the same time, micro-influencers also have a highly targeted audience, who are likely to be interested in your brand. Micro-influencers can help brands quadruple their conversions with their knowledge and passion in a particular niche. Not only are micro-influencers helpful in increasing reach but also engaging consumers on a deeper level.
Micro-influencers prove highly affordable
Compared to high-profile celebrities and public figures, micro-influencers prove more affordable in brand marketing. Celebrities can charge a whopping sum for a single mention of your brand on their social profiles. Advertising experts believe that multi-channel promotion using multiple influencers proves more effective. Given the affordability of micro-influencers, brands can easily adopt this strategy for creating an impact on consumers.
Micro-influencers are real people
All influencers are real people, but micro-influencers tend to have a higher degree of authenticity than other celebrities and experts. These individuals, despite having just a few thousand followers, show more authenticity and genuineness in their content, replies and behavior than those celebrities who have millions of followers. Content posted by micro-influencers are likely to get from clicks from people because of their credible and trustworthy nature. Consumers are more likely to feel associated with micro-influencers because they post relevant and authentic content on social media.
Some of you may be wondering how profitable it would be to conduct a micro-influencer campaign. Are they even worth the investment? Well, micro-influencers actually have the power to push the ROI of brand marketers. These individuals don’t charge a bomb for mentioning your brand on their content, which ultimately helps marketers in saving on expensive celebrity compensations.
There are actually different ways in which brands can loop in micro-influencers. The most efficient one is to use a influencer marketing platform like Ifluenz who counts more than 15,000 registered influencers to date.
Most micro-influencers don’t realize that they can use paid endorsements, affiliate marketing and so many other revenue-creating opportunities to monetize their online blog or social profile. But they are always eager to endorse brands that are closely connected to their niche, thus giving their 100 percent in raising sales, building trust and increasing consumer loyalty.