Influencer marketing has become the biggest trend among brands both big and small. While celeb collabs are often out of reach with an average price tag of 75k per post, there is an entire group of influencers that are being hugely underestimated; the micro-influencer.
Micro-influencers are social media users who often specialize in a particular niche and use their feeds to share these interests. Unlike traditional influencers, micro-influencers have a more humble amount of followers ranging from about 1-100k. The thing with these baby influencers, though, is that their followings are ultra engaged compared to their more popular counterparts.
Here are 5 reasons why micro-influencers are marketing gold.
They’re relatively low-cost
Unless you’re Fit Tea, hiring a Jenner or a Kardashian will likely bankrupt you 100 times over. Micro-influencers, however, often charge a reasonable amount as they’re not yet in the position to demand exorbitant rates.
The large majority (97%) of micro-influencers charge less than 500$ per post. For this price, you’re not only gaining access to their network of followers but you’re often getting awesome influencer-generated content highlighting your brand.
They’re more authentic
Since micro-influencer accounts are being run by the influencer themselves, their feed content is authentic. They are most often posting their own photos, writing their own captions and engaging with their followers themselves. This makes their accounts much more trustworthy and genuine than if some faceless marketing manager was at the helm.
They’re popular, but not too popular
I know what you’re thinking. There’s no such thing as being too popular. But if the fall of Regina George in Mean Girls taught us anything, we know that’s not true.
When it comes to influencer marketing, it turns out that once they reach a certain number of followers, their engagement actually begins to decrease.
Influencer marketing platform Markerly found that influencers with less than 1000 followers had a “like rate” of about 8% while those with followings between 1-10 million dropped to 1.7%. In a nutshell, this means that the more followers you have, the less people are liking their posts, relatively speaking. They found that the sweet spot for the maximum impact lies with followings between 10-100k.
This can be attributed to the fact that micro-influencers typically have followings concentrated in their niche (sports, make-up, fashion, etc…). So if you’re a makeup company, collaborating with a handful of micro-influencers with followings who love make-up is more effective than joining forces with a celeb influencer with followers who’s interests span across the board.
They create their own content
By partnering with micro-influencers, not only are you expanding visibility, you’re also getting kick-ass content. While larger influencers often count on the brand to create the content for them, micro-influencers will create their own. This user-generated content proves far more valuable than the content you as a brand are creating on your own. Utilizing their own personality, voice, tone and style gives the influencer’s post a very real and less manufactured vibe.
Micro-influencers place a great deal of importance on the stuff they’re putting out. As they’re dedicated to growing their own personal brand, they’ll go the extra mile to create awesome, unique content. This is a huge benefit of using micro-influencers and is sometimes lost when using the bigger guys.
They’re extremely trusted among their followers
A company with zero market share or brand recognition can explode from one single post from the right influencer. This is because most people will take an influencer’s word or recommendation as truth. Just like in relationships, trust is the most valuable force in the world.
If you don’t yet have this trust among your following, partnering with micro-influencers is a solid way to gain that. By pairing up with an influencer who genuinely loves and backs your brand, this support will extend to their followers. The more the influencer’s values and beliefs match up with your brand’s, the more natural and believable it will be.
As a brand or a micro-influencer, getting started in this crazy world of social media marketing can seem terrifying. It’s mind-numbing to have to comb through thousands of influencers/brands to find the right match. Luckily, though, there are services to do it for you. Guys, meet Rep.
Rep is an app that allows you access to a pool of brands and influencers who are there exclusively for these types of partnerships. You’re able to find each other, gauge and analyze metrics, and launch successful campaigns that are mutually beneficial. You’re able to manage proposals, handle negotiations, chat directly and even send and receive payments effortlessly and worry-free. It’s pretty awesome.
Check it out, guys. It’s the real deal.