Micro-Influencer Marketing: A Comprehensive Guide
Has a celebrity ever convinced you to buy something?
It’s okay if the answer is yes — we’ve all been there. In fact, just recently, a famous dog helped convince me to purchase a GoPro camera. For a creature who can’t speak, he’s a pretty effective marketer.
Loki the Wolfdog’s Instagram post is a successful example of influencer marketing, which involves developing relationships with influential personalities to promote your brand to the influencer’s audience. Loki the Wolfdog has over 1 million Instagram followers GoPro may not have otherwise been able to reach with posts on its own profile.
A newer concept known as micro-influencer marketing recently joined the social media scene. It’s the same concept as influencer marketing, but on a smaller scale: Brands partner with individuals with smaller followings on social media to promote products with authentic, visual posts instead of sponsored ads.
In this blog post, we’ll tell you everything you need to know about micro-influencers, including what brands are using them successfully and how you can connect with these individuals to promote your brand.
What Is a Micro-Influencer?
Micro-influencers are social media users unlike typical celebrities, experts, or public figures. They’re individuals who work or specialize in a particular vertical and frequently share social media content about their interests. Unlike traditional “influencers,” micro-influencers have a more modest number of followers — typically in the thousands or tens of thousands — but they boast hyper-engaged audiences.
For example, a yoga influencer might boast millions of followers and operate several yoga studios. A yoga micro-influencer might have only a few thousand followers and post instructional videos on Instagram for their fans to try at home, but their average post receives a healthy amount of engagement relative to the size of their follower base.
The Value of Micro-Influencers
Using micro-influencers may seem counterintuitive. Why would you seek out someone with a smaller following to promote your brand?
There are several reasons to believe micro-influencers might get better results for your brand.
Micro-influencers have better engagement rates.
Markerly studied Instagram engagement and found a surprising trend: As an influencer’s number of followers increases, their number of likes and comments from followers decreases.
In its analysis, Markerly determined the following:
- Instagram users with fewer than 1,000 followers generated likes 8% of the time
- Users with 1,000-10,000 followers earned likes at a 4% rate
- Users with 10,000-100,000 followers achieved a 2.4% like rate
- Users with 1-10 million followers earned likes only 1.7% of the time.
Check out Markerly’s graphical breakdown of how likes and comments decline as followers increase:
Source:: HubSpot Blog