Micro-influencers are individuals that have between 1,000 to 1,000,000 followers/audience members and are considered experts in their respective niche. (https://www.impactbnd.com/blog/power-of-micro-influencers)
An emerging trend has entered the eCommerce marketing arena since such social media channels as Instagram, Facebook, Twitter and YouTube became increasingly popular. Micro-influencers, have successfully settled in the world traditionally ruled by the Kardashians and eventually gained more value for marketers.
Influencer marketing is a term we’ve all heard of, but Micro-influencers, maybe not. They’re the new kids on the block that have been taking the world of social media and digital marketing by storm.
They could be anyone, a food blogger, a fashionista, a travel blogger, etc. They’re relatable, genuine and trustworthy – three things which are pretty useful when it comes to marketing. Launching an influencer campaign is effectively word-of-mouth marketing at an unprecedented scale.
And why do they work? That can be explained in 3-simple statistics:
● 60% higher engagement
● Underpriced (6.7X more cost-efficient per engagement)
● 22.2% more weekly conversations than the average consumer.
60 percent higher campaign engagement rates are driven by micro-influencers; those campaigns are 6.7 times more efficient per engagement than influencers with larger followings, which makes them more cost effective; and micro-influencers drive 22.2 times more weekly conversations than the average consumer. (https://medium.com/swlh/why-micro-influencer-marketing-is-the-game-in-2018-fdeda0993c36)
And it’s not just that. It’s because these smaller, more focused niche experts connect with a deeper level with the audience. Influencers with 1,000 followers generated 85% higher engagement than those having 100,000 followers, and as the number of followers increases the engagement tends to decrease.
Marketers have noticed that once an account is over a certain size, however, fewer people bother to engage questioning the value of a multimillion army of fans. The ratio of likes and comments to followers peaks when an account has around 1,000 followers. Get more than 100,000 followers, and engagement starts to flatten out; users just aren’t as keen to interact with a celebrity as with someone they can relate to more closely. (https://medium.com/swlh/why-micro-influencer-marketing-is-the-game-in-2018-fdeda0993c36)
It just makes sense — a smaller audience means much more hands-on, personal interaction and we all know that’s marketing gold these days. Micro-influencers have the opportunity to be much more hands-on than bigger influencers.
Traditional marketing approaches aren’t as effective as they used to be. Consumers are savvy. They do their own research and they’re less swayed by brand messaging and clever copy than their parents. That’s why micro-influencers established credibility, trust, and personal connections are so effective. Consumer’s buying behaviours are constantly shifting, and starting up a micro-influencer campaign could help you begin reaching markets you haven’t been able to before.
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