If a famous celebrity—human or an animal—had convinced you to buy a product or service, the power of influencer marketing did it. However, not everyone may be keen on trusting an influencer to help them with their purchase decisions.
For one, the prevalence of “bots” creates fake followers and makes it appear that the person has millions of followers. Some people can tell these influencers are fake and only do it for the money.
This type of scenario is where micro-influencing comes in. It is under influencer marketing, except that micro-influencers don’t have millions of followers—usually only between 1,000 and 5,000. Still, brands should consider using a mix of micro and macro influencers, as both can be equally effective.
What is micro-influencing?
The term “micro-influencing” is a buzzword that has gained traction in the last few years. Social media platforms have become abundant, with popular influencers serving as the authority in their respective niche. According to Spiralytics, the term refers to how social media personalities with a considerable following shape buyers’ thoughts, feelings, and behaviors.
While there are various reasons for micro-influencing, one of them is that it can be done on a personal level without being noticed by others. People are more likely to be influenced in a way they don’t even realize.
Micro-influencers with a smaller following can effectively drive results as long as they are authentic and committed to building relationships with their followers.
As mentioned, micro-influencers are people with a smaller following on social media that can create impactful marketing campaigns for the brands they represent. As per statistics, the influencer marketing industry reached and may surpass the $16-billion-mark this 2022.
No wonder more than half of marketers today consider influencer marketing as part of their marketing strategy. Some of the recent trends in micro-influencing are the following:
- Brands are investing more in micro-influencers because they have the power to drive more engagement and conversion rates than traditional influencers.
- Loyal fans engage with their favorite influencers wherever they are – YouTube, Facebook, Instagram, Twitter, and other social media platforms.
- Influencers only become affiliates for brands they use and recommend. They aim not only to influence their followers but also to be truthful to them.
- There is a continuous demand for audio (podcasts) and video content (YouTube videos, live streaming, and the like).
- The micro and nano-influencing marketing niches will continue to grow in the future.
Benefits of Micro-influencing
Anyone can be a micro-influencer, even if you are not a well-known celebrity or a Hollywood A-
lister. Whether you are a business owner, makeup enthusiast, fitness instructor, or preschool teacher, you can help sell any product or service as long as it is your line of expertise. Here are the most notable benefits of micro-influencing:
Better engagement rates
Finding the right influencer is one of the most challenging parts of influencer marketing, and a common mistake of marketers is aiming for famous celebrities to partner with them.
While celebrities may have millions of followers, not all have high engagement rates. Some followers only want to snoop into the lives of these celebrities and do not necessarily guarantee a conversion.
More targeted audiences that engage
Unlike general influencer marketing, micro-influencing focuses on a smaller niche. You might have the same liking toward a particular actor, perhaps because of their looks or funny captions. But it doesn’t mean you also like the exact product they eat, wear, or use.
On the other hand, micro-influencers are focused on a specific niche. Followers of these micro-influencers prefer hanging out on their social media pages because of a connection. They tend to engage more with their content due to their similar interests and passions.
The more followers the influencer has, the more they get paid. That means you might not get value for money when you pay someone with many followers but fewer engagements.
You might end up shelling out tons of money for high-profile celebrities with exorbitant fees. On the contrary, you may achieve faster and higher ROI by working with a micro-influencer on endorsements.
Authentic with a personal touch
People connect more to a brand that is personal and relatable to them. Influencer celebrities will gleefully endorse products in exchange for large sums of money in talent fees. On the other hand, micro-influencers only choose products they will use to make their lives convenient.
What to Look for in a Micro-influencer
Finding the right micro-influencer can be challenging, especially if you only have a limited budget. However, it would help if you remembered the “4 R”s of micro-influencing: Reach, Resonate, Relevance, and ROI. Marketers can have different interpretations of these factors, but here’s what you should know about them:
As mentioned, a micro-influencer has only a few thousand followers. However, most followers engage more with the influencer because the content is relatable and personalized.
Fewer followers don’t always mean less engagement. Such is the beauty of micro-influencing. It focuses on quality and personalized content that can boost its power to convert views and engagements into actual sales.
The influencers’ relevance and connection to your brand draw followers toward your products and services.
Micro-influencers can convert followers and friends. You can determine conversion rates through app installs, e-commerce purchases, or even vouchers used.
How to Be a Micro-influencer
Anyone can be a micro-influencer, but are helpful tips on how to be one:
- Identify your niche, referring to the products you like or things you enjoy doing.
- Share organic content without hard-selling products with your target audience.
- Look for brands that target your niche and are willing to collaborate with you. Make sure to tag the brands you work with.
Micro-influencing is Here to Stay
Influencers are often masters of their chosen platform, so collaborating makes sense, especially if you’re just starting to penetrate the platform. Micro-influencing has transformed the social media landscape and will continue to grow as a viable, profitable digital marketing strategy in the years to come.
People do not like being sold products and services in front of their faces. They often look for a brand that connects with them personally, and that’s what micro-influencing exactly is. For those who want to become a micro-influencer, find a niche that genuinely interests you. Authenticity and engagement make micro-influencing an effective marketing strategy.
About the Author
Sarah Clara Rocio is an aspiring content writer. Her interest in startup stories led her to begin writing articles centered on helping small businesses and employees. Seeing her name on a lot of websites as a contributing author drives her passion for becoming an expert in her field — journalism. Her favorite time of the day is the early morning when she can journal in silence while enjoying a cup of coffee.