Most brands realize the power of word of mouth marketing, and the surge of the Internet means that people can spread the word about a company easier than ever. Thanks to social media, brands can connect to thousands or even millions of people. This has led to the rise of social media influencers, who build a following and personal brand, and can use their voices to promote brands and products for a price. While many people think of celebrities and other huge influencers, there’s an entire influencer category made up of everyday people. But, what is a micro influencer and what do they do?
Why Is a Micro Influencer’s Network Smaller?
A micro influencer has a smaller following, usually between 1,000 and 50,000 fans. Some sites may list the range closer to 10,000.
There are several factors that play into an influencer’s network size. Some micro influencers are just starting out and will eventually gain more followers. For them, the “micro” is just a stepping stone on their journey. As they learn more about ‘what-works’, search engine optimizing and building their personal brand, their networks can quickly grow.
There are also micro influencers who focus on such a niche subject that they will never have that many followers. Perhaps a social media influencer focuses on their specific locale, which might be tucked away. Or they might focus on particular fashion, sports, or music that are outside the mainstream. It would be unrealistic for these influencers to expect hundreds of thousands of followers. But these influencers can quickly become viewed as an authority or thought leader in their niches who are respected for their knowledge and experience (“industry experts”).
There are other reasons why an influencer may not have a large following. For some people, influencer marketing is a pastime and not a career, so they don’t have as much time to spend on building their brand. Some influencers may focus on social networks that are smaller, so their audiences are smaller as a result.
What Are the Perks of a Micro Influencer?
Micro influencers can spend more time directly engaging with their followers because they have fewer followers. These interactions can look more sincere than the interactions that macro and mega influencers have with followers. In fact, micro influencers and their followers can build friendships from these interactions.
The device between influencers and fans becomes more apparent when an influencer has a big audience. While it’s clear that fans of a celebrity influencer will never meet or develop a real relationship with the influencer, followers see micro influencers more like peers or real people who are just like them. These things mean that the influencer’s views and opinions can hold more sway over followers than with some larger influencers.
Did you know?
Micro influencers are perceived by their audience as “people like me”.
On top of this, the words of an influencer who is seen as an expert in a subject will similarly hold a lot of weight for their followers. Brands can benefit from this influence because when an influencer recommends a product or service, their followers are more likely to look into or use that product. A successful influencer marketing campaign with a micro influencer should actually have a higher ROI for the brand or agency that is working with the influencer. Micro influencers tend to cost less to work with at the same time.
Not only can micro-influencers interact with their followers more directly, but those followers are more eager to engage in return than the followers of influencers with large audiences. This may reflect the relationships that develop. Consider that influencers who have 1,000 followers can generate 85% more engagement than those with 100,000 followers (InfluencerMarketingHub: The State of Influencer Marketing 2019: Benchmark Report).
Engagement rates drop as audiences grow. And while influencers continue to see less engagement than they once did in general, some micro influencers have avoided this trend.
How Do You Find Them for Social Media Marketing?
While it’s easy enough to find macro influencers with large followers by browsing social networks or top lists, brands may have a harder time finding influencers with smaller audiences and who are truly relevant to their specific products. Brands can spend hours scouring the Internet for the right person or people for a micro influencer campaign, or they can save time and effort by using an influencer marketing platform like the Coovy app. Our platform offers a database of influencers, including information that helps brands determine of the influencer’s followers match their target audience.
Our digital marketing platform continues to make working with micro influencers easier by allowing brands to create and manage influencer campaigns from a single dashboard. Brands can supply messaging for an influencer marketing campaign and view and approve generated content. They can watch influencer engagement rates and tweak their campaigns to be more successful.
Brands should keep in mind that it’s the sincerity of micro influencers that attracts followers, so a successful micro influencer marketing campaign allows the influencer to use his or her own voice, photos, and personality.
When done right, brands and influencers can build relationships that help both parties and result in highly successful marketing campaigns.