Today, we are going to talk about how brands can leverage micro-influencers on social media.
First of all, let me explain how micro- and macro-influencers differ from each other. Influencers are usually categorised into those two groups by the number of followers influencers obtain. For instance, macro-influencers have around 10 000-1 000 000 followers on social media, while micro-influencers start out at 1 000 followers. Whereas many would claim that “more is better”, some online business magazines like Forbes and Inc. will state that “less is more”.
One of the reasons to fancy micro-influencers nowadays is the price they charge for their services. In accordance with Influence.co, macro-influencers, who have more than 100 000 followers, will ask at least for $400 per a post. Respectively, macro-influencers with more than 1 000 000 followers may charge to $1 400 for a post in Instagram. In contrast, micro-influencers with 2 000-100 000 followers charge between $137 and $258 per a post in Instagram. Definitely a benefit!
Another reason to choose micro-influencers in a marketing campaign are their effectiveness. According to Hierarchical Influences Model, created by Pamela Shoemaker and Stephen D. Reese, “individuals” is the level located in the centre of the model. Precisely, individual’s characteristics, such as gender and age, may shape personal attitude and values. Which consequently may increase likeness of a product being advertised. Moreover, since, micro-influencers have smaller number of followers they have so-called niche audience, which allows them to target the required audience easier and increase the amount of returns.
Last but not least, many people believe that people with less followers are more trust-worthy, since they create some sort of a bond with each and every follower. Therefore, followers of micro-influencers are more likely to trust and actually follow.
A Media Sociology for the Networked Public Sphere: The Hierarchy of Influences Model by Stephen D. Reese and Pamela J. Shoemaker.
Less Is More: The Value of Micro-Influencers for Brands by Young Entrepreneur Council
Using Micro-Influencers to Successfully Promote Your Brand by Shane Barker
Unsplash (pictures source)