The Rise of the Micro-influencer

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The Rise of the Micro-influencer

By Samantha Brooks on 27 March, 2019

In the marketing sphere, influencer marketing is still a relatively new trend. However, the power of influencers on social media has undeniably changed the way marketers structure their campaigns when working to drive sales and brand awareness, as studies show that people trust influencer content more than brand-produced content, hands down.

Influencers are most powerful because of their audience. They attract like-minded followers with whom they build a relationship. This means, when the influencer recommends a brand or product, their audience is more likely to listen and trust their opinions, resulting in more sales.

In the last year or so, increasingly exorbitant influencer prices coupled with lower engagement saw the rise of a new kind of influencer, the micro-influencer. Categorised by their smaller number of followers (some say under 10,000 while others say under under 30,000) and above average engagement, the micro-influencer is a powerful and cost-effective tool for marketers for several reasons.

1. Higher Trust

Due to their small following, micro-influencers can build a more personal relationship with their followers. These influencers are more likely to engage personally with their followers as well as share more private or casual content, speaking to their followers as if they were friends. This creates a conversation between influencer and follower which new Instagram features, such as polls or questions, only enhance.

Consumers like to feel like they matter and they are being listened to. It’s for this reason that personalisation is a huge trend in marketing right now. If consumers feel like a message is being tailored to them, or a brand is going out of their way to reach out to them, they will be more inclined to engage with the brand and purchase.

Word of mouth recommendations from friends still reign supreme when it comes to influencing purchasing decisions. However, a study showed that 82% of consumers are ‘highly likely’ to trust a recommendation by a micro-influencer. Modern consumers are inherently suspicious of advertising and content coming from brands themselves. But when brand messages come from people they already trust, brands can then focus on achieving conversions while maintaining consumer trust and loyalty.

2. Greater Engagements

Engagement can be quantified with micro-influencers boasting up to 60% increased engagement on their content compared to macro-influencers. To put this into perspective, a campaign using a micro-influencer will be roughly 6.7 times more efficient.

It should be noted that traditional influencers, or macro-influencers, with follower counts of over 100,000, provide more reach. However, if brands are wanting to create sales and awareness from highly engaged individuals, micro-influencers may be better suited.

3. Increased Conversions

Both trust and engagement contribute to the high conversion rate boasted by micro-influencers. While the macro-influencer may gain you more product purchases total, it does not mean it is the most effective method. The higher price point you are paying to be able to achieve these conversions using a macro-influencer could be achieved by utilising several micro-influencers on a smaller budget. They may also become long-term customers due to the trusted source of their purchase, rather than one-time purchasers.

4. Reduced Costs

Micro-influencers can be found all over social media in every niche market. For this reason, the competition makes it hard for them to demand high rates, making them an attractive choice for marketers with smaller campaign budgets. Additionally, if a micro-influencer aligns well with a brand, they may work purely for contra to continue using a much-loved product or service and to build their own following.

Using micro-influencers can, therefore, be a cost-effective way to reach your desired audience, as well as a highly effective way for their audience to take notice of you.

So there you have it! Micro-influencers have changed up influencer marketing as people search for more genuine relationships with people and brands. Whichever road your strategy takes you, choose your influencers and brand ambassadors wisely. It’s important to thoroughly research them and match them to your target audience. Happy influencing!

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