In the past, the term micro-influencer has become a buzzword in the marketing scene, and it’s likely to have an impact on how we market in 2019 and the years ahead. So, what exactly is all the hype about?
There is not really a strict definition on who or what exactly a micro-influencer is, however, one can generally say that people who have a following on Instagram fewer than 15k, or a couple of thousand on Youtube, Facebook, etc. Micro-influencers make up the largest portion of digital influencers and often have very engaged audiences, which will have a great impact on your promotion.
1. An Opportunity For Start-Ups
When the big market players tap into influencer-marketing they are often focused on macro-influencers and celebrities to hire for their marketing purposes, while ignoring smaller influencers. And that is a great opportunity for start-ups, small businesses and entrepreneurs to work closely with micro-influencers who are a great fit for their target audience.
Micro-influencers enable all kinds of users to join the influencer-marketing-game and compete with others no matter how big or small your budget is. It is a great way to get the ball rolling and expand from there.
2. Highly engaged, loyal audience
Who follows you first? Right - family, friends, people you know personally. Then, maybe people you have met once or twice and after that people who are generally interested in what you do and create. These first couple of thousand follower are relatively close to a micro-influencer compared to someone who is followed by 100,000 people.
How does a highly engaged and loyal audience benefit your brand? Let's quickly do the math. An influencer with 100,000 might have an engagement of roughly 1% which makes 1,000 people who are actually engaged with his/her content. Though, a micro-influencer who has 10,000 might have an engagement rate of 5-6% which makes 500-600 people who are reacting on the content. Considering that the micro-influencer will ask for considerably lower rates, if any, you are better off with 500 highly engaged people, especially when you have a tight marketing budget.
3. Niche Audiences For The Win
Micro-Influencers serve a smaller audience that is closely aligned with their interests and content. They often share passions, followed trends and even are of similar demographics. That is why the match between brand and influencer is crucial to the success of the whole marketing campaign.
The greatest thing about influencers in my eyes, is their absolute drive to satisfy and impress the client. The go above and beyond to deliver on their word and more often than not get really creative while creating content. On top they are generally great to work with, because they appreciate the opportunity to work with a brand that values their work. Further, I have realized they are often more available and easier to communicate with than contacting bigger influencers, or better, their talent managers, social media agents and influencer agencies. Being in contact with the influencer directly lets you build up a personal relationship and create great work.
5. Super Cost-Effective
They are a very cost-effective channel for marketing your brand with prices that are just a fraction of what so-called macro-influencers (roughly 250k plus followers) will charge you. Let me give you an example. You could easily spend QAR 20,000 for hiring a top-tier influencer who does one post or you can spread this budget over 15-20 micro-influencer to reach a wider and more engaged target audience. It should be part of your marketing strategy to incorporate small-scale influencers and track how they work for your business.
Whether your incentive is budget maximization, effective campaigns, or simply attempting a new form of marketing, make sure to take a look at working with a micro-influencer. A loyal following backed by authentic content is a recipe for great work.
Have a great day,
Your JP Team