Nano, Micro, Macro, Mega – with so many different categories of social media influencers emerging as the landscape continues to evolve and grow, it’s becoming increasingly difficult to navigate which type of influencer is the right fit for your brand’s digital marketing strategy. With celebrity influence on the decline, Micro-Influencers have quickly come to the forefront as leaders in creating meaningful connections with potential customers. While the numerical definition varies, Micro-Influencers have smaller, more targeted followings (think in the range of 10,000 – 50,000) and can provide extraordinary value when it comes to your digital marketing efforts.
Here are five reasons you should be working with Micro-Influencers in 2021:
1. Higher Engagement
A smaller, more manageable audience size allows Micro-Influencers to connect, respond and share with their followers in a way that fosters a highly- engaged and loyal community. A 2020 study found that Instagram influencers with an audience of fewer than 10,000 followers had a 3.7% engagement rate, versus a 1.1% engagement rate for influencers with over 100,000 followers.
In today’s digitally saturated market, consumers are savvy and more discerning of advertising messages, easily identifying an inauthentic voice or poor fit between creator and brand. Micro-Influencers have built a reputation of trust with their audience, are more
relatable than the traditional celebrity influencer, and in turn, hold a lot of power when making recommendations and swaying purchasing decisions. Authenticity can lead to higher conversion rates, a valuable advantage for your business.
3. Brand Advocacy
Closely tied to authenticity, identifying creators that are a genuinely great fit for your product and audience can lead them to become lifetime brand advocates for your business. There is value in building long-term relationships with the influencers you work with – consistent content and messaging increase the perceived authenticity of the partnership and will keep your brand top of mind with their audience.
Working with an influencer with a smaller following means that they may have built a community within a more specific niche. This works to your advantage by ensuring your product resonates strongly with their following, especially if you do your research to find the best fit and target audience alignment for your brand. For example, if your product falls within the haircare category, you would benefit from working with a local hairstylist who has built a small but loyal following devoted to content specifically about hair, versus a Mega lifestyle influencer with a larger audience of varied interests.
From a financial standpoint, there is a clear advantage when it comes to working with Micro-Influencers. Campaign costs are considerably more affordable than that of Macro or celebrity influencers, and the budget can be stretched across multiple Micro-Influencers to increase reach. If you’re looking to maximize your ROI on a smaller budget, this is a valuable strategy for your business.
While the advantages are apparent, you may be wondering how to find Micro-Influencers to work with your brand. FAULHABER has access to an exclusive network of influencers and can help identify the best creators to partner with to elevate your digital marketing strategy. If you’re interested in discussing your influencer marketing needs, get in touch.