How Your Company Can Benefit from Micro Influencers
Influencer marketing is when companies partner with top content creators to promote their products or services on the influencer’s social media pages. Companies are able to leverage the trust influencers have with their audience to increase social proof and word-of-mouth marketing.
HubSpot defines micro-influencers as individuals with between 1,000 and 10,000 followers on social media. These content creators are well-known in a niche market and receive higher rates of engagement on each post. Micro-influencers are also more accessible to companies and followers. If you think influencers needs hundreds of thousands of followers in order to be useful to your company, keep reading to find out the benefits of partnering with micro-influencers.
Because micro-influencers create their content around a particular interest, they will be passionate and knowledgeable in that area and followers will value their opinions. Micro-influencers will have a niche following of people with a shared interest and who will be open to suggestions about brands to follow and products to try.
When choosing an influencer, think about your company’s target audience and buyer persona. Partnering with a micro-influencer in the right niche market will increase the likelihood of expanding your reach to an audience of potential customers with heightened interest in your brand.
Higher Engagement Rate
Compared to celebrity influencers, micro-influencers are able to more frequently interact with their followers by replying to and liking comments, following people back, and liking other posts. With fewer followers to worry about, they are able to respond more quickly. Micro-influencers can also come across as more relatable, which can establish a connection or personal relationship with their followers.
While their engagement rate is high, it is still manageable enough that they can respond to questions and provide even more feedback in the comment section of a post. Every time the micro-influencer responds to a comment or answers a question, they are actively advocating for your brand.
Odds are that a micro-influencer doesn’t have a social media manager. An influencer creating and posting their own content brings authenticity to their page and a realism to their endorsement of your brand. When an influencer interacts with their own followers, the followers will be more inclined to learn more about the brand they are endorsing.
Plus, Instagram recently changed its algorithm to prioritize posts from profiles that users follow and interact with the most. This means that authentic, quality content is prioritized over promotional content from big brands. The content created around your brand’s partnership will appear closer to the top of the feed of those who interact the most with the micro-influencer and who are therefore more likely to become a customer.
Celebrity-level influencers can charge thousands or as much as a million dollars for a single post on Instagram. On the other hand, the majority of micro-influencers charge less than $500. Some micro-influencers who are less experienced or have smaller followings may even accept a free sample or vouchers for your product or service as payment to post an honest review.
With this lower price level, you may even be able to benefit from partnering with multiple micro-influencers at once. This will expand your reach to a wider audience while still staying within your niche and price point. You will then be able to see which micro-influencer provides the most conversions for your brand and can later decide which relationships you’d like to continue.
No matter what we’re searching for or hoping to buy, at one point or another we have all asked for opinions from others and looked at online reviews. Micro-influencers are established thought leaders in niche markets who can provide that feedback and reassurance to those looking to purchase from your company. You can even introduce your company to a brand-new audience with an interest in your industry.