A few years ago, influencer marketing exploded onto the scene and suddenly it seemed like every brand was having their products promoted by those with large social media followings. Fast forward a few years and brands started to realise that while having an influencer with 100,000 plus followers pose in front of a mirror with their product seemed to be an effective strategy, the reality is that often it didn’t actually achieve much. It mostly just resulted in a flood of bot-like comments (cue fire emoji).
Enter micro-influencers. A micro-influencer is generally considered to be someone with a smaller (anywhere from 5,000 to 20,000) but highly engaged following. Their smaller follower count tends to mean that their audience is more authentic and connected – almost like a little community. As someone who is considered to be a micro-influencer, I have seen the value they can bring to brands and how effective they can be as part of a marketing strategy.
If your brand isn’t already using micro-influencers (FYI – you totally should be!) then here are a few reasons why you should and some tips on how to go about it.
Micro-influencers are budget friendly
A top-tier influencer can sometimes charge up to $10,000 just for a single instagram post! While using this type of influencer can offer some benefits, a lot of businesses just don’t have that kind of budget. Micro-influencers are a much more cost-effective way to market your brand and in a lot of cases they will be happy to post on a product-for-post basis. It can be a much better strategy to get your product or service in the hands of 20 micro-influencers rather than one larger influencer.
Content creation stars
For smaller businesses in particular, creating high quality, eye-catching content can be a struggle (especially if product photography isn’t *quite* your forte!). This is where micro-influencers can really show their value. While most of them don’t have the biggest following, they tend to focus more on creating great content that you can then use for your brand’s social media (crediting them of course!)
Authenticity and loyalty reign supreme
Just because an audience is bigger, it doesn’t necessarily mean it’s more engaged or easily influenced over. Micro-influencers tend to have higher engagements rates among their audiences and for good reason. They are often more authentic and personal on their social media, leading their audience to place trust in them. This makes them INVALUABLE to brands. Above all else, you want your product or service in the hands of someone who is trusted and whose opinion is valued. Not only this, the engagement on their photos tends to be genuine and made up of people they interact with daily (and possibly even in real life!).
Great, so how do you work with micro-influencers?
Micro-influencers are often easier to approach as their inbox isn’t as flooded as someone with 500,000 plus followers. There’s no need to go through a talent manager or agency – you can communicate directly with them. This allows you to develop a relationship with them (hint, micro-influencers are *big* on relationships) and communicate your goals with them much better.
When looking for potential micro-influencers to work with, it’s important to identify those who align with your brand and your values. Have a look at their past content to see who their audience is and what they’re all about. From there, it’s important that you introduce yourself and your brand by sharing some key background information and brand values. My tip – don’t make it too salesy! You want them to really connect with your brand, as that’s when the magic will happen.
Micro-influencer marketing can be a powerful strategy for your brand and, if done right, can help to take your business to the next level. It’s important to remember that more followers doesn’t necessarily mean a better outcome for you and that micro-influencers are really paving the way in 2019!
Author - Hannah Tiziani
Hannah is a micro-influncer herself, (with a strong following of just under 10k!)
Our content creation department? It's kinda this chick - ha!
Hannah is *incredible* behind the camera, and specialises in product photography. Basically? She's the reason our client's Instagram grid is always #onFLEEK.
With a Bachelor of Communications, Hannah is also a seriously talented copywriter, ... and helps out with caption writing & blog posts that have our client's RAVING with amazing feedback.