Take a look at our point of view on what it means to be a micro-influencer and what that means for your brand, written by Creative Strategist, Kayla Mueller.
It’s no secret that the influencer industry isn’t short on buzzwords. Fancy terms casually dropped over an oat milk cold brew that leave us scratching our heads like, okay, but what does that actually mean?
Over time, “influence” has been broken out into segments to better describe the type of influencer. This helps to ensure the success of your campaign in using different types of influencers across a single campaign, pending your goals and objectives. Three primary categories currently exist, check out this blog for details.
Micro-influencers consist of those with 100k social media followers or less. Typically considered hyper niche, these micro-influencers engage frequently with their audience and tout strong relationships as they can have more intimate interactions with fewer individuals.
Now that we’ve defined micro-influencers, let’s explore what it means for your brand and how you can best maximize their unique talents. We wanted to dive into the pros and cons of micro-influencers, as well as the experience for both brands and consumers who work with this talented bunch. Based on the trends we are seeing, please consider the below themes surrounding micro-influencer campaigns.
The good news:
- Engaged audiences: In the Popular Pays community, micro-influencers garnered an average engagement rate of 3%, 84% higher than the other influencer categories. Why? Micro-influencers have strong relationships with their followers. They respond quickly and frequently with personalized responses when followers slide into their dm’s. Their audience trusts them – the things they say, the products they promote and their thoughts overall. There’s a depth in their relationship less likely in other categories.
- Niche Communities: A micro-influencers audience is often a niche community. Their community is likely made up of people that have a high affinity for a specific category. These influencers are open to feedback and thoughts from their community, makes it possible for engagements and impressions to turn into actionable conversions.
- Cost-Effective: Remember, mega-influencers started out here. As influencers get more experience, build their portfolios and their communities grow, they can begin to increase their rates. Small-businesses and startups can definitely “move the needle” with a well-managed micro influencer campaign.
- Open to Suggestions: They may be more open to feedback. Micro-influencers may be newer to the space and are using each experience to learn and develop their own brand. Constructive feedback between the brand and influencer can improve their future relationships. In addition, they may request a testimonial about their experience.
- Open Minded: Micro-influencers are likely more open to working with new brands or trying out new products. As the size of the follower community increases, influencers often become more demanding and pickier about working with extremely high-caliber reputable brands, where micro-influencers may be more likely to give a smaller brand a shot).
- Open to Ongoing relationship: If the experience goes well for both influencers as well as brands, they can serve as a brand ambassador and stick with your brand as they grow and establish more credibility within the space.
- Authenticity is Priority: A testimonial from a micro-influencer comes from a space of authenticity. It’s viewed differently than a huge celeberity’s endorsement that has weaker ties to a service, product or experience. Authenticity should be a top priority when planning influencer campaign activations.
The not-so-wonderful news:
- Less Experienced: Less experience partnering with brands, may lead to additional creator management on behalf of the brand. These partners may not be as experienced in working through details such as contracts, legal documents. Some of the logistical elements of working through a campaign from start to finish may be new for them.
- Smaller Portfolios of Branded Work: They may not have a large portfolio of branded work for review.
- Feeds are Less Polished: Their website or social media feeds may not be as polished as their macro-influencer counterparts, which can impact your overall discovery experience. For example, they may feature more casual images of friends and family, vacations etc. compared to tons of branded content.
Micro-influencers can play a vital role in your social marketing mix. If you’ve done the work of identifying the right partners for the job, micro-influencers can tell your brand story authentically, create product or service reviews and garner engagements and high-quality and efficient leads better than their macro counterparts. The best part, it’s easy to test this strategy.
Here at Popular Pays we’ll help you connect, collaborate and track your campaigns with all sizes of influencers within our community, especially our community of over 57,200 micro-influencers. While it’s tempting to go after the big fish, micro-influencers are where it’s at.