What are micro-influencers? When it comes to marketing, social media has really changed the game. Back when we were kids, the best way to get your product or service out there was to secure a celebrity endorsement—the bigger the celebrity, the better the results. But while the culture at large is still attached to certain celebrities, many people are more attached to their favorite YouTube stars and bloggers.
Why is that? Unlike with traditional celebrities, micro-influencers allow their audiences to really get to know them. They share stories, tell jokes, and bring you into their homes. For many, the relationship either is less one-sided than celebrity worship or it at least feels that way.
As such, if you are looking to really reach your audience, you will likely do better opting for an influencer endorsement over a celebrity endorsement. And for the most effective marketing campaign, we recommend you opt for a micro-influencer.
For our purposes, influencers are divided into three categories: mega-influencers, macro-influencers, and micro-influencers. Each level has a different degree of reach and fame. Let’s take a look at how they differ.
Mega-Influencers: These influencers will have a following of over a million people on a single social media account, amassing millions across various platforms. However, their engagement level tends to be low, at around just 2 to 5 percent.
Macro-Influencers: These influencers will have a following of at least 10,000 on a single social media account and in some cases might reach about 1 million on an account. Because their following is smaller, they are able to better engage their audience, reaching up to 25 percent engagement.
Micro-Influencers: This is the largest group of influencers, which means there are many you can choose from, making it easy to get the right fit for your brand. They should have at least 5,000 followers on a single social media platform, but no more than 10,000. Their engagement level reaches 50% because their following is small enough that they can interact with the audience one on one. While their reach isn’t massive, their impact is.
Because of their ability to truly influence their followers, micro-influencers are often the best for promoting a brand or product. Additionally, they are the most affordable influencers, which makes it easier for smaller businesses to incorporate them into their marketing plan.
Because influencers are a type of celebrity, it is natural to wonder how the two types of endorsements differ. While some elements are the same or similar, there are important differences.
The biggest difference between the two is that your influencer should have a certain amount of expertise when it comes to your brand or product. With celebrity endorsement, it is just about the fame, not about the knowledge or experience the celebrity has with whatever it is they are promoting. But with influencers, they should be actual experts. So if you are selling organic beauty products, their social media presence should be centered around organic living and/or beauty.
The next is authentic engagement. Celebrities, even those who are not world-famous, are generally not running their social media accounts. Instead, they hire people to handle the various tasks for them, including conversing with followers. This means that their engagement level tends to be low and inauthentic. With influencers, especially micro-influencers, there is two-way communication that directly involves the influencer.
Finally, you can count on the fact that the influencer knows what they are doing when it comes to promoting products and brands to their audience. With a celebrity, they may be the face of the campaign, but all the work is on your shoulders. With an influencer, you can ask for final approval, but let them mostly run with their ideas. It makes it much easier for you in terms of research and planning.
Contact us to discuss how micro-influencers can help get the word out about your product.