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An In-depth Look at Micro-Influencers and How They Could Benefit Your Brand

Updated: Aug 7, 2019


Hearing the term ‘influencer’ is pretty common, but what would be the first thing that comes to your mind? Someone with a large number of followers on social media or someone with dedicated followers to the core? To be frank, both are correct, but if you’re looking for someone that is more… of the latter tribe, then the most accurate term would be ‘micro-influencer’.


Defining a ‘Micro-Influencer’


Celebrities and macro-influencers are those with millions of followers on social media that we’re most likely to call ourselves “fans” of. On the other hand, micro-influencers have a smaller fan base in comparison, but still considered relatively large.


The exact digits vary from one source to another; according to iMPACT, micro-

influencers are those with followers ranging from 1,000 to 100,000, while according to Forbes, their followers range from 10,000 to 500,000.


However, what everyone has agreed on is that a micro-influencer serves a particular niche and have a more interactive online relationship with their audience. In other words, their followers view them as peers or normal people they can relate to, rather than position themselves as their fans.


For instance, a micro-influencer can be anything from a travel blogger to a fashion stylist to a fitness coach, just to name a few. What they all have in common though is that they all speak to a category of like-minded followers that find them relatable, honest, and believable.


So, How Can Your Brand Benefit From Micro-Influencers?


Let’s just establish that going for a macro or micro-influencer is a matter of priority and criteria. Whether you decide to go with the 6 digits or less, it’s all up to your brand and strategy.


However, to help making the right choice, we thought it would be crucial to understand both sides of the equation. So, breaking down the concept of micro-influencers can be summed up in the four following points:



-Engagement Rate


Of course, the number of followers does matter, however, the more followers an individual has, the less the engagement and interaction. And let’s face it, that’s what really matters to your brand.




In comparison to celebrities, micro-influencers have more time and flexibility to engage directly with their followers. They tend to like comments and reply in a quicker manner, which later on results into establishing a stronger influencer-follower relationship.

-Conversion Rate


Since there is a strong relationship and connection, a follower can relate to the micro-influencer, thus, their opinions are most likely to be more viable.

Before making a purchase or consuming a product, you tend to ask you'r friends or check reviews, right? Well, this particular type of influencer-follower relationship is more or less the same thing. The opinion of a trust-worthy figure is worth a lot and a micro- influencer’s review about your brand is most likely to be of more impact than what you think.



-Targeting

Like we previously mentioned, they’re focused on a specific niche that they’re considered experts at. Getting a traveler to talk about the latest GoPro definitely makes more sense than getting an actor to do it. Based on your product or service being offered, you narrow down your options as you target the specific audience that’s most likely to be interested.



-Affordability


Here, the number of followers is the deal breaker. At the end of the day, an influencer with 3 million+ followers will be charging you way more, despite the engagement rate. A single post can cost you hundreds and thousands of dollars.

So, unless you’re a ghoul in your industry, investing in a

micro-influencer is the smarter choice.



At the end of the day, every case is different. Yet, there are micro-influencers for every brand out there. What’s your budget? Can you afford a celebrity? Who’s your target audience? Are you an SME or a large corporation? Do you have social media presence? These are all the questions you need to answer to be able to decide what’s the best endorsement deal for your brand.


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