Influencer marketing is a popular marketing buzzword that’s quickly overtaking major marketing techniques. Through influencer marketing, brands can reach out to their ideal audience, learn their pain points and compel them to drive profitable action.
Over 76% of marketers are integrating influencer marketing in their digital marketing strategies. In fact, 89% of marketers say that the ROI from influencer marketing is better than other forms of marketing. That said, influencer marketing is a way to actually advertise your product without being too sale-sy.
It’s no surprise that Influencer marketing is an effective means of gaining exposure in an ever-competitive digital world. This social media marketing technique employs major marketing tricks such as social proof and peer-to-peer recommendation. And 91% of millennials trust online reviews before they purchase or trust a brand.
Of all types of influencer marketing, micro-influencer marketing has proven to be the most effective means of generating traffic, leads, and sales for your brand. With little or no fees, brands can get their products in front of their target audience without spending a lot of money on advertising.
There are over 40 thousand micro-influencers on the major visual social channels–Twitter, Facebook, Instagram, and YouTube. The trouble then is: How do you affirm that micro-influencers will increase your ROI?
Before exploring foolproof reasons why micro-influencers are perfect for your business goals, let’s define “what are micro-influencers” and how they operate.
What are micro-influencers?
Micro-influencers are people who have followers on social media ranging from 1000 – 1,000,000. They are mainly niche experts and key opinion leaders. They are mostly niche-focused, and they have a highly engaging audience.
Micro-influencers cut across different niches, ranging from food, travel, beauty, fashion, etc. Micro-influencers are preferred to celebrity influencers because they drive 2X more engagements than celebrity influencers. They have a smaller audience and this makes it easier to form an interactive community.
For instance, Kim Kardashian has over 226M followers on Instagram, and she get tons of comments on every content posted on her page. For a brand reaching out to her for sponsorship deals might get exposure but not the right conversion.
Beauty expert and micro influencer Lauren Ireland has a smaller following but larger engagement on her Instagram page. She interacts and responds to every comment on her content.
This way her followers is able to feel part of her journey and share similar experiences with her. When brands reach out to her for sponsorship deals will get more conversions and exposure to the right audience.
Why are micro-influencers so effective?
Micro influencers might not be costly as celebrity influencers, but they drive profitable conversions for your brand.
An excellent example is the collaboration of Shoes of Prey with 16-year-old beauty vlogger, Blair Fowler. This campaign resulted in a permanent 300% increase in sales. In addition, the campaign attracted mentions from top publications and an exclusive partnership with Nordstrom in the US.
So if you’re wondering whether you should include micro influencers in your next marketing strategy, here are five solid reasons to convince you.
- Micro-influencers have a mega influence.
As earlier cited, micro-influencers have a high engagement rate just necessary to drive your influencer marketing campaigns.
Over 92% of customers trust micro-influencers rather than traditional endorsement deals or ads. This is because influencers relate with customers on a personal level. They easily converse and interact with their audience personally. Markerly conducted a study, and they were able to confirm. Micro-influencers have a small audience, so it’s easier to develop an interactive community, unlike mega and celebrity influencers.
Micro-influencers have personal contact with their audience. Their followers perceive them as friends, and this keeps them engaged in their content.
- Micro-influencers have a niche targeted audience.
Micro-influencers have a unique ability to build a small and passionate audience, unlike mega influencers.
People find micro-influencers trustworthy because of the expertise or wide pool of knowledge they have exhibited in a particular niche. In addition, micro-influencers are relatable and they interact with their audience openly. Their content is more authentic, personalized, and engaging.
A beauty micro-influencer who posts content on beauty tips, beauty products, and other DIY content will drive more engagement to promote beauty products than celebrity influencers. Their audience trusts them. Since people from their close-knit circles follow them, this can drive better conversions for brands willing to promote their product with micro-influencers.
For instance, if a celebrity influencer promotes footwear, the post will get many likes and comments. But not every follower might be interested in getting footwear so they will typically ignore the product.
But if Francois Bresson, a footwear Instagram influencer with over 300 thousand followers, promotes the same products, he’s likely to get his followers to purchase the same product.
An excellent example is the Shoes of Prey influencer campaign cited above. The campaign with this micro-influencer yielded a 300% increase in sales. The video had over 750,000 views and over 30, 000 comments. It didn’t stop there. Top publications like a business insider, the wall street journal, and a host of other national publications mentioned the success of this campaign.
Micro-influencers might not have massive followers, but they have the right exposure your brand needs.
- Micro-influencers are authentic:
While mega influencers have large following and produce great content, they may have a social handler manage their accounts. Micro-influencers are real and they tend to share every aspect of their journey with their followers. They nurture a healthy relationship with their followers, understand their pain points, and give them the right solutions. That’s why they have more connections with their followers than larger influencers.
Micro-influencers share every moment with their followers–including problems and how they were able to pull through. This makes their audience emotionally connect with them.
Connecting with a micro-influencer can give you this edge over your competitors. So if you liaise with these influencers, it can help to boost the image of your brand, and people can feel comfortable using your products.
Alice Bell is one of the authentic Instagram influencers. With over 17 thousand followers, she has created a sustainable business via Instagram alone. As a micro influencer, she has collaborated with 1stdibs, Susan Alexandra Jewelry, etc.
Micro-influencers might not be world-renowned celebrities, but they have a loyal audience that will purchase whatever they promote.
As a brand, authenticity is one of the best attributes you must have.
- Micro-influencers are cost-effective
Why waste your money on celebrity influencers when you save a few bucks by getting the right micro-influencers?
Micro-influencers have the right exposure your brands need. They drive stronger results for your marketing campaigns than the A-list celebrities. So instead of paying thousands of dollars to celebrities to promote your product, you can split the fund to reach three to four micro-influencers. On Instagram, 84% of micro-influencers charge less than $250 for a branded post. Some micro-influencers may even promote your product in exchange for free products.
An excellent example of a micro-influencer campaign is La Croix Sparkling Water. They chose to expand their reach by targeting millennials. La Croix scours for Instagram influencers for collaboration to share posts about their product.
Micro-influencers might not have millions of followers, but their followers are highly interested in every content they publish.
- Micro-influencers drive mega ROI for brands.
Cristina Garcia shared via Forbes how micro-influencers can drive funnel traffic when you treat them as partners. The right micro-influencers will help to boost all levels of the funnel traffic, drive sales and increase conversions for your business.
Micro-influencers exercise the authority that makes their audience trust them. So when they recommend a product to their followers, there’s a high chance of them making a purchase after reading a review. You can leverage this and reach out to three or more micro influencers to promote your product.