Why your business should focus on hiring Micro-Influencers
If your business is reaching that crucial crossroad period where profits are doing well though growth is certainly needed, there are a number of avenues to explore. Growing pains are typical for all small to medium businesses to encounter at some point in their growth journeys, and some react by hiring internal growth teams, marketing departments or consultancy firms. This can certainly prove successful within some industries where it’s just a case of expanding your fishing net and growing your existing target demographic.
But what if you’re looking to tap into new cliques and demographics that aren’t currently aware of your business or products? Consumers defined by certain groups or trends can be notoriously hard to tap into and relate to. This is where looking at micro-influencers as a direct route to engage with new groups in a quick and effective way can be a great way to expose your product to a new user base and get quick ROI in terms of the following and potential turnover.
What are micro-influencers? Should I consider macro-influencers instead?
When considering influencers, we often talk about the two main types: macro and micro-influencers. The key distinction between macro and micro-influencers is principally their audience count or amount of followers. Micro-influencers regularly have smaller, more engaged gatherings of people around a particular niche. This is in contrast with famous people or ‘macro influencers’ who have picked up notoriety as performers and who tend to influence the majority overall. To get the best bang for your buck and an effective engagement rate with an active target group, we would certainly recommend proceeding with hiring micro-influencers.
Why hire micro-influencers?
- Size of following
The micro-influencers you may want to consider working with have an internet following running from roughly 1,000-100,000 devotees. They can command this following on one specific platform — for example, Instagram — or can spread out their following over various channels such as TikTok, Twitter and perhaps also including a blog or email list. This can make the miniaturised scale influencer hard to ascertain as the best influencers have their fans follow them on multiple platforms such as Facebook, Twitter, Instagram etc. For the most part, however, at least 1,000 devotees are normal while working with smaller-scale influencers. While these numbers may not be huge and impressive, these fans and followers are devoted to their influencers and consume their content much more actively than the average macro influence fan might. - High Interaction Rate
With micro-influencers and it comes to their followers, less is definitely more. In spite of a smaller following, they have a tendency to have higher interaction or customer engagement rates with their gathering of more devoted people. This makes a superior proportion of impact when compared to macroscale influencers, and a much higher engagement and conversion rate in terms of content. The other good news is that micro influencers’ comparatively smaller gatherings of people are still developing, so there’s further room for growth and engagement. Micro-influencers have a two-way relationship with their audience, which means that they have an unwavering group of onlookers who eagerly await what they have to share. Micro-influencers have made a level of trust with their locale that big names don’t have, that comes from building/reinforcing their crowd, post-by-post. Consider this when thinking about social media and content campaigns and the potential gains you can get from micro-influencers. - Focused content
Unlike macro-influencers who respond to assorted groups of people for different niches, micro-influencers tend to position themselves as experts on a specific niche. For example, fashion influencers can be found on Instagram sharing DIY photoshoot content donning their most loved brands, whilst YouTube influencers may have manufactured a library of videos that assess the most recent tech items or free wellness programs. - Relatability
Micro-influencers are often described as relatable and reliable, and, at least on the surface, appear to live relatively normal, relatable lives. While a great many people utilize social media as a time-passer or to associate with their friends, smaller-scale influencers see these outlets as channels to share their voices. Groups of onlookers are attracted to the perspective they have on the world, on the grounds that they are open to being defenseless and authentic. Micro-influencers have built crowds of followers who connect with their accounts and relate to their social substance.
Micro-influencers encourage their devotees and they are promptly accessible to answer questions and comments. They even share a better connection to the real world than macro-influencers would ever have. This level of communication influences them to feel even more human, like a companion rather than a media identity. - Loyalty
As micro-influencers keep on growing their followers organically, they attract many individuals that they’ve just met or who have been watching their content from the earliest starting point. Their gatherings of people have been welcomed into their own lives and have watched the effect of their developing impact. As micro-scale influencers keep on letting their devotees in on personal parts of their ordinary encounters, they will have drawn faithful crowds who are quick to watch the next video or listen to their offer on their most recent blog post. With that in mind, you can certainly expect high engagement rates on any collaborative content when working with micro-influencers. - Affordability
Micro-influencers are normally more reasonable than prominent celebs or VIPs with a great many more supporters. Around 97% of micro-influencers on Instagram charge under 500 USD for an advertised post. Contrasted with macro-influencers, that figure could run into six figures with ease. Some micro-influencers will likewise acknowledge free items or early access to unreleased items.
To Summarise
Just to put it into perspective, you could pay $10,000 for one post from a macro influencer, or you could put the same into a mix of 20 small-scale influencers to achieve a more interactive group of onlookers.
Photo by Alexander Shatov on Unsplash
