Micro-influencers are becoming crucial among brands. Influencer marketing has tremendous potential to power your brand’s visibility. And employing the help of micro-influencers can take your business to the next level.
Big influencers are showered in PR gifts, sponsorships, and other promotional activities, leaving the audience questioning whether their reviews and posts are genuine or whether their only goal is to get that paycheck. Plus, the audience tends to invest more time buying products from smaller influencers because they seem more legit. It seems that they have no reason to trick their audience, unlike massive influencers whose every other post contains #ad.
1. Faithful and Loyal Audience
When it comes to micro-influencers, they usually have a very dedicated and loyal audience. These people have probably watched them since the beginning, taking note of their social media growth, and growing along with them. This creates a special bond between the influencer and the audience, which you can use to your advantage.
Big influencers are showered in PR gifts, sponsorships, and other promotional activities, leaving the audience questioning whether their reviews and posts are genuine or whether their only goal is to get that paycheck. Plus, the audience tends to invest more time in buying products from smaller influencers because they seem more legit and like they have no reason to trick their audience, unlike massive influencers whose every other post contains #ad.
2. Focusing on Niche Markets
The world of social media marketing is ever-evolving, and a massive plus is that almost all industries and niches are represented in this area of interest. Many of these industries may not be massively popular, generally speaking, but when you analyze it a bit deeper, you notice that each area has at least one micro-influencer with a dedicated audience which you can use to your advantage.
These influencers are usually either experts or just extremely knowledgeable on the topic of interest. Reaching this secluded niche audience will be much easier and effective, instead of just running plain old ads hoping that someone will catch the drift and buy your product. Micro-influencers will be able to explain exactly why your product is good and why their audience should consider purchasing it. If you sweeten the deal with a dedicated discount code, your revenue is guaranteed to grow.
3. Good Engagement Rate
Engagement rate is a number that represents how engaged the audience is with your content. It considers different factors like the number of followers compared to the number of comments, likes, and shares a post gets. The more followers someone has, it’s more difficult to keep a steady & stable engagement rate. A good engagement rate is anything above 10%.
So, for example, if someone has 5 million followers, they’d have to get over 500,000 likes, shares, and comments to obtain a steady engagement rate, which is extremely difficult. If you have someone with 10,000 followers, they only need 1000 comments, likes, and shared to reach a good engagement score. And, since engagement rate influences how well your product will sell if it’s marketed by a particular influencer, opting for someone with fewer followers might be a much better idea.
4. More Worth for Your Money
Let’s face it – influencers with millions of followers are simply expensive. They ask for tens of thousands of dollars for a single Instagram post. Props to them for increasing their rates so much. But not every business wants to spend that much on a single post without any reassurance that it will pay off in the long run.
Micro-influencers, on the other hand, have fewer followers and much lower promotional content rates. So, it might be better to split your social media marketing budget between 5-10 micro-influencers instead of spending everything on one brand collaboration.
5. Giving a Chance to New Faces
If nothing else, giving them a chance while they’re still up & coming is a great way to form a lasting relationship. Not only are you helping their own business grow, but you’re also creating a great opportunity for your brand to work with them again in the future, especially if their follower count grows.
They’ll feel a sense of loyalty and gratitude because you put your trust and money in them when they were small. So, you might get better rates and a better relationship once they grow and become more visible, consequently improving your brand’s visibility at the same time.