Partnering with influencers is a popular campaign strategy among marketers looking to create more buzz and ultimately sales. And it’s not too difficult to understand why with brands benefiting from the creativity, associated trust, and reach of well-established content creators across social platforms.
Yet, too many marketers find themselves hesitant to start an influencer program, typically due to budget. But the good news is that influencer partnerships don’t have to be celebrities and reality stars (queue Kim Kardashian circa early 2010’s), but rather individuals with smaller followings, known as “micro-influencers.”
By definition, micro-influencers are content creators with 10,000 to 100,000 followers, but certainly don’t have the lowest following, with nano-influencers attracting between 1,000 to 10,000. But there is more to understand about these influencers than their follower count to demonstrate why they may be the perfect partner for your brand. Here are 3 reasons you might want to consider working with micro-influencers for your next campaign.
Reason #1: Micro-influencers typically achieve higher trust and engagement
While follower counts define influencer categories, they aren’t the only characteristic marketers should focus on. These influencers are usually content creators within a niche space, often attracting less followers, but more passionate and engaged individuals within that subject matter. Because micro-influencers create content within a niche subject, they typically endorse brands they have a high affinity for, lending them and the brands they collaborate with, a higher perception of authenticity. This may be one of the key reasons micro-influencers have by far the highest level of influencer engagement per post — around 18%.
Reason #2: Smaller spend and potentially higher return
A key benefit of micro-influencers is the ability to still reach a niche audience without the hefty price tag associated with macro, mega and celebrity influencers. In some cases partnering with multiple micro-influencers can equal the following size of one macro influencer, but at a much lower cost, and higher engagement rate. If cost is an issue, send free products. If an influencer sees value in the product or services gifted by a brand, they’re much more likely to recommend it to their following.
Reason #3: Micro-influencers are often more available and ready to partner
Unlike mega and celebrity influencers that have either jam packed schedules, plenty of other brands vying for their attention or a combination of both, micro-influencers are much more likely to have the availability and desire to partner (with a brand they have an affinity for, or a product or service they see value in). Another benefit is the ability to work with the influencer directly. Because they represent themselves versus working with an agent or agency (more typical of mega and celebrity influencers), it’s much easier to manage and nurture the relationship overtime.
Should you start partnering with micro-influencers?
Micro-influencers can be among your brand’s most powerful collaborators that positively impact sales and ROI. This isn’t just because they tend to cost less to partner, but their ability to garner authentic engagement from a dedicated audience is invaluable.
Looking to start working with micro-influencers, but want to make sure your audience is actually engaging with them? Explore what it means to take an “audience-first” approach to influencer discovery.
Guest post by Noah Rue