An influencer is a person who has the power to sway the purchasing decisions of others based on their knowledge, experience, or authority within an industry (according to Influencer Marketing Hub). The right influencer-brand relationship can be incredibly lucrative for both parties (read more about influencer marketing here).
When you hear the word influencer, you probably think of a celebrity or social media star with a million plus follower count and a ton of endorsement deals. But the truth is, influencers come in all shapes and sizes. And, often the more niche influencers (called micro-influencers) —with a smaller but more engaged audience—can have a more significant impact than those with the fancy blue checkmarks next to their names.
So…micro-influencers. Who are they and what are they all about?
The Definition of Micro-Influencer
Micro-influencers are influencers (typically on social media) with a following between 10K and 100K. Their industry and audience are much more fine-tuned. For example, rather than “beauty,” their niche could be “makeup for acne-prone skin,” “post-partum skincare,” or “embracing natural texture of African American hair.” When your brand aligns with the specific segment of a particular micro-influencer, a collaboration can be a huge success. You’re reaching the exact market you want and have built in credibility thanks to the relationship cultivated between the influencer and their audience.
Let’s dive in even deeper…What are the pros of working with a micro-influencer?
5 Reasons You Should Work With Micro-Influencers
Because their reach and fame tend to be smaller, micro-influencers are (usually) much less expensive as compared to macro-influencers (100K - 1M followers) and mega/celebrity influencers (1M+ followers). For reference, here’s what Influencer Marketing Hub analyzed as price points for working with micro-influencers:
Instagram: $100 - $500 per post
YouTube: $200 = $1,000 per video
TikTok: $25 - $125 per video
Twitter (now X): $20 - $100 per post
Facebook: $250 - $1,250 per post
(For comparison, macro and mega-influencers can charge upwards of $10,000…per post!)
2. Targeted Audience.
Like we mentioned above, micro-influencers resonate with much more niche audiences than the general fan-base of a big celebrity. This can benefit brands that hope to market to specific groups of people based on demographics like location or age as well as psychographics like personal interests or political affiliation.
Believe it or not, social media users with around 1K followers have the highest rate of engagement (that is, likes, shares, and comments). What’s more, as an influencer’s following rises above 1K, their engagement actually declines! Hop on your Instagram account and compare some of the influencers you follow. Technically, influencers garner engagement between 1-3%, but micro-influencers garner 2-3x that of macro and mega-influencers depending on the platform.
Micro-influencers are typically very knowledgeable and passionate about their industry or interest. Because of their close relationship with their audience, micro-influencers likely aren’t pushing products unless they truly believe in them. For most micro-influencers, it’s less about the money and more about giving back to their community.
5. Conversion Rate.
Did you know that micro-influencers have 22.2x more conversions than regular social media users? Because micro-influencers feel more like friends/peers than celebrities do, audiences are often more likely to trust their recommendation and follow through with a purchase.
How to Work With a Micro-Influencer?
Cool, so now we know the perks of working with micro-influencers. But how does a brand actually go about making that happen?
Before you send off any DMs, it’s critical that you define your brand’s goals and objectives. Why do you need to partner with an influencer? How will such a collaboration be helpful? Do you want to increase brand awareness, followers, conversions, web traffic, or something else? What kind of content will be the most impactful and effective? You can’t expect a partnership to succeed if you don’t lay out a plan of action. Strategy should always come first (and continue to be evaluated throughout—and after—the process).
The next step is to find your micro-influencers. This will take some time and research. As you’re perusing social media or working with an influencer marketing agency, pay attention to:
Aligned content and conversation (How does it relate to your brand/mission?)
Credibility in the field (Is this person trusted by their audience/the industry?)
Engagement metrics (What is the ratio of likes/comments to followers?) Like dating, you want to find the perfect match. Ask yourself, How will this partnership benefit my brand and this person? When both parties are excited about and invested in the collaboration, that’s when the magic happens.
Reach out! Whether via direct message, phone call, or email, you’ll never make your dream collaboration a reality if you don’t GO FOR IT. Be professional, passionate, and transparent about your goals and also why you think this partnership would benefit them. Start a conversation and be open to things evolving. Your strategy might change once you learn more about what the influencer has to offer. Stay flexible and inspired…Creativity and collaboration take time—and they’re so worth it!
We are all for collabs with micro-influencers (if it makes sense for your brand, of course). While big name celebrities and mega-influencers are impressive, the data proves that micro-influencers actually have a higher return on investment, especially for small and nascent brands. They’re able to build stronger relationships with their followers and create brand loyalty that lasts.
Ready to set up your own micro-influencer strategy? Set up a discovery call with Media À La Carte and we’ll walk you through every step of the process.