Are you wondering about micro influencers? Does an influencer need to have millions of followers to be an effective partner in a marketing campaign? Absolutely not. We trust many people in our lives who do not have a reach of millions. Even when someone is a stranger to us, we focus more on who they are and what they know than how many people follow them online.
Failing to understand this is a common mistake that many brands make. They figure that the larger the reach of the influencer, the better the results they will secure. As a result, brands frequently spend significant sums on influencer marketing to work with influencers with 100,000 or more followers, only to be disappointed by the results.
If this sounds familiar, it might be time to look into micro-influencers you can partner with instead.
Micro-influencers are not celebrities but rather everyday people who happen to have a certain something that generates trust in their followers. This could be a certain level of expertise, a special talent, or just an engaging personality. Because their followings are relatively small, they have high levels of interaction with their followers, and as a result, their followers tend to trust them as they would a friend or family member.
When looking to partner with macro-influencers or mega-influencers, audience count is key because what you are paying them for is their reach. With micro-influencers, follower count is not as important as engagement level. Micro-influencers may have only a few hundred followers or tens of thousands.
However, the numbers tend to range in the thousands. This is because the more followers an influencer has, the harder it is to engage them, and since that is what defines the micro-influencer, follower counts under 10,000 are most common.
Influencers with 1,000 to 10,000 followers have an average engagement rate of 7.4 percent. So if an influencer has 2,000 followers, they can expect about 150 likes per post. Once influencers hit the 100k mark, the engagement rate falls to just 2.4 percent, so each post gets about 2,400 likes. Since micro influencers have lower rates than their macro or mega counterparts, partnering with them tends to result in a significant return on investment.
The bigger the influencer, the more general they tend to be. The smaller the influencer, the more focused they tend to be. When it comes to marketing, this can be a major advantage.
For example, a macro-influencer might have a following of 500,000, but because they focus on multiple niches or a single niche at a general level, only a percentage of their followers will be interested in your product or service. But with a targeted micro-influencer, the majority or all of their following would be interested in what you are promoting. The key is selecting the correct influencer.
Because it is easy to buy a small following, there are many micro influencers who are not genuine influencers. You need to do your homework before you begin working with an influencer or work with a company that vets them for you.