Have you ever heard of this term and had no idea what it meant?
With the social media influencer market set to be worth more than $11 billion by 2021, we are starting to see the influencer market increase and develop into its own industry, with many levels. The industry can be split into four categories; mega-influencers, macro-influencers, micro-influencers and nano-influencers. While it seems that the distinction between all these four categories is just the size of their following, the differences are really far more varied. And if you’re looking to dive into the world of influencer marketing, knowing a micro-influencer from a mega-influencer is essential.
What is a Micro-Influencer?
A micro-influencer is someone who has a following of between 1,000 to 100,000 followers on their channels such as Facebook, Instagram, Twitter, Snapchat, YouTube and TikTok. Micro-influencers normally focus on a specific niche or area and are generally regarded as an industry expert or topic specialist. Micro-influencers tend to have stronger relationships than a typical influencer. Which is often driven by their perception as an opinion leader of a certain subject or topic. A micro-influencer, compared to a celebrity or regular influencer, often has a very uniform audience. Micro-Influencers are a great way to connect with a highly niche audience. These social media leaders have smaller, but very highly-engaged followings. When you identify the right ones, you can hire them to promote your business or product -- often for much less than it could cost to hire a celebrity or Macro-influencer.
Why Use Micro-Influencers for Marketing?
Micro-Influencers have a comparatively smaller following, and don’t often boast a celebrity status. Because of that, brands can bank on their followers being interested in whatever made the micro-influencer "internet famous. For example if a micro-influencer gained a sizable following through their travel vlogging, that influencer would be the ideal option for a travel agency or airline.
They have the potential for a great ROI as micro-influencers offer marketing solutions at a low-cost with a high return on investment. They also can increase the reach of your business while being a highly trusted source for their followers. A great model to follow is to engage with several micro-influencers in order to increase the diverse reach.
Micro-Influencers will often cost far less than macro-influencers, or mega-influencers. Micro-influencers typically can give your business the best bang for your buck, while offering a very niche and specific audience. As they have a following, but typically will not charge the same rate as those who have a larger following.
While some micro-influencers can have just as high level of engagement, especially on Instagram. It is important to research and understand the type of influencers you are wanting to use before signing a contract with them, in order to get the results you expect.
How do you Engage a Micro Influencer?
Not sure where to begin with your micro-influencer campaign? Below, explains the best way to engage with them for your business.
Ensure the Influencer is the right fit
Research their relevance to your business, and check their engagement rate with their audience - to ensure their authenticity.
Align your business's goals with you micro-influencer
Do your best to align goals with the micro-influencers you choose to use. Ask them what gets the best response from their audience and work with them to make the posts authentic. Aligning goals with help to achieve these in the best way, on top of paid placement and promo codes. While you need to stay brand-consistent, allow the influencer to put their personal touch on the content to maximize results with their audience.
Online influencers and reviews generate as much trust as a review from a friend in this digital age. Micro-Influencers offer the best combination of broader reach and relevant engagement. Studies show micro-influencers generate the highest engagement rates. While saving money by using their niche market to hit your specifically targeted audience, and testing what works or doesn't without spending more. Product/service reviews and social media sharing are a great start and then move to personal content promotion ideas. Take advantage of the buying power that user-generated content can give your business and develop content with micro-influencers that can be used as sponsored posts to spread awareness quickly. Finally, get your micro-influencers to tell a story with their posts. It’s one of the best ways to connect their audience to your product.