When it comes to influencer marketing, most brands think that the more followers an influencer has the better. While that may be the case for some, micro influencers often offer a much greater benefit to brands… especially when you’re working on a budget! We get that you want the most eyes on whatever you’re trying to promote but a lot of factors come into play when determining the success of an influencer campaign. Today we’re breaking down why you shouldn’t count micro influencers out and how they can actually provide you with more for your campaign!
What’s a micro influencer?
If you’re unfamiliar with influencer marketing, there are bloggers and others on Instagram with a large following that can “influence” their followers. Many brands will seek these influencers out to help promote their product or service since they’re a trusted source for their followers.
Macro influencers are those people with hundreds of thousands or millions of followers. The number varies depending on who you ask but it’s typically those with 30k+ followers on Instagram.
Micro influencers are those that have less than 30k followers. (Again, that number may vary depending on who you ask.)
Why should you work with micro influencers?
One of the first factors that comes into play for influencer marketing campaigns is cost, especially when you’re a startup and small business. Other than the cost of the product you're providing for a feature or review, many influencers require compensation as well. Creating thoughtful content for your brand is time consuming and how they make a living so it only makes sense for them to charge for their efforts.
As I’m sure you’ve already guessed, the larger the influencer the more they will charge. Macro influencers often charge anywhere from $2,000 to $50,000 for just one post (that can range greatly depending on the influencer). And this means they’re usually out of the budget for most small businesses.
However, if you target micro influencers, you have a much better chance of either working with them solely in exchange for your product or for a much smaller fee. So while a macro influencer has a huge network, you can have the same effect by working with numerous micro influencers. Think about it, instead of paying just one macro influencer with a specific audience, you can work with numerous micro influencers for the same or lower cost while reaching the various audiences of those influencers. Potentially expanding your reach even further!
2. Engagement Rate
Macro influencers have a huge following but if you compare their engagement rates with micro influencers, micro influencers often have a higher rate. Research has shown that as the number of followers increase, engagement starts to drop. On average, micro influencers with a following under 10k have an engagement rate of 4% compared to only 1.7% for influencers with an audience over a million. This is often because these micro influencers are working on building their brand and audience meaning they spend a lot more time developing their network and relationships with their followers.
Because they are focused on cultivating these relationships, there tends to be a lot of transparency and trust between them and their followers. And this leads to a much more successful campaign for you!
When a micro influencer posts about your brand or another, their followers are much more likely to check out your brand because of their relationship with their followers. This often means that they will purchase more quickly from you than if another influencer posted about your brand.
3. Frequency of Posts
Since micro influencers are working on growing their own brands, they often make the most of the brand partnerships they work on. This means they will often post more than just one post per campaign. This means that their loyal followers not only see your product once but twice, three times, etc. And statistically, the most often your brand pops in front of consumers, the more likely they are to ultimately purchase.
We’re not only sharing this information based off common knowledge, but also based off our own experience with influencer marketing campaigns. If you’ve seen our case study for Ash&Willow, you’ll see that we worked with numerous influencers (many on more than one occasion) AND they posted about certain products more than once. This combined with their high engagement rates and loyal audience often lead to more sales than working with larger influencers. Take a look for yourself!
But listen, working with micro influencers doesn’t automatically mean that the sales will start rolling in from your campaign. It is just one piece of your marketing plan and the main focus should always be to spread brand awareness first. This will ultimately lead to more sales without coming across as spammy. Check out our other tips for a successful influencer marketing campaign and if you’re looking for help with your campaign, contact us today to chat!