Micro-Influencers: The Hidden Gems of Influencer Marketing

When influencer marketing first came out, it was thought that the strategy would only be effective if the influencer had a large following or if they were celebrities with an already established reputation. As the industry has grown rapidly, marketers have discovered that their initial predictions weren’t accurate. There is another niche that is just as effective as the “traditional” influencer: micro-influencers. These creators typically have between 1,000 to 100,000 followers on social media and they are integral to influencer marketing. Let’s dive into how they can benefit your campaigns along with strategies to use in working with micro-influencers.

Niche Audiences: Smaller Following with Higher Engagement

There is a thought of marketing that if you can reach as many people as possible, your brand will see increased awareness and there is merit to this strategy but there is also effectiveness in target audiences. Since micro-influencers have smaller followings, their audiences are usually interested in a niche the influencer is providing. For example, health and wellness is a niche. Since the influencer is curating content to this niche, the audience is more engaged. According to Tech Jury, 91% of micro-influencers create “engagement content,” which is much higher than you would expect. Additionally, Meltwater reports that the average engagement rate for micro influencers is 3.86% whereas for “mega influencers,” the rate is closer to 1.21%. This is due to micro influencers creating more niche content that is consistent and reliable, earning them a reputation of “expert” in the niche on social media.

A great example of high engagement through niche audiences are fitness influencers. Fitness influencers have the highest engagement rate for micro influencers at 11.7% according to Upfluence. This is good to keep in mind for health and wellness brands as fitness influencers often align with similar values. 

Niche audiences are helpful for your brand because you can target a specific demographic of people who would be interested in your product or services. Your messaging is more likely to resonate and result in customer conversion because followers trust micro influencers. When the micro influencer begins endorsing a product, the promotion feels authentic and genuine instead of an explicit paid partnership. 

The authenticity comes from micro influencers building a community and not necessarily a high following. These influencers tend to engage more with their audience through likes, comments, live videos, and more. This is why they have a higher engagement rate because they reciprocate the interactions with their audiences. When you partner with a micro influencer, you are joining a specific community who are active in their niche. 

Working With Micro Influencers: Tips for Collaboration

Creating a campaign with micro influencers is just like any other influencer marketing campaign. You’ll want to make sure your goal for the campaign is clear and communicated well to your team/influencer, along with having a strong brief, and thorough research. For micro influencers specifically, you’ll want to research their niche to better understand your role in their community once the campaign begins. Since micro influencers have a smaller following, the brand will have a more impactful and visible role than normal. 

One of the benefits of working with micro influencers is that their rate is usually much lower than a macro influencer, creating cost effectiveness for your campaign. Statistics provided by Embryo show that micro influencers' average rate is around $100-$500 per post whereas macro influencers would charge at least $5,00 per post. This is great for smaller brands who want to implement influencer marketing but don’t have a large budget. 

While spending less on the campaign is beneficial for the brand, it’s important to know that there is a risk with less money offered. There is a possibility that the influencer could be less communicative with the brand or they may lose general interest in the campaign. Brand Ambassador suggests offering your micro influencers “freebies” or various discount codes to keep them interested and engaged in the campaign. Additionally, offering a respectable rate to the micro influencer will create a stronger collaboration because the influencer will feel valued by your brand which will positively impact campaign success. 

Growth in Influencer Marketing: Industry Predictions of Micro Influencers

Micro influencers are already dominating the social media space, but will this trend continue? The authenticity and audience connection micro influencers have provided has revolutionized influencer marketing and will continue to be at the forefront of all marketing strategies. Digital Defynd projects that by 2030, micro influencers will account for 75% of all campaigns due to their authenticity and engagement rate. With micro influencers making up 91% of the influencer market according to Sprout Social, there is no shortage of influencers in the space for future collaborations. 

With the rise of AI, it will also become easier to work with micro influencers and optimize the campaign process. AI will be able to quickly identify micro influencers who can reach your brands target audience. This will streamline the process, allowing for campaign cost effectiveness and more accurate partnerships. According to Adriana Lacy Consulting, AI will also facilitate more targeted and immersive brand experiences, increasing engagement and audience interactions. Not only will AI improve the cost of campaigns, but it will increase brand awareness as well. Soon, AI will be crucial in influencer marketing strategies. 

The trend of authenticity on social media is staying and micro influencers are the perfect example of genuine content creation. If your brand hasn’t already started working with micro influencers, it’s time to hop on the trend because this is just the beginning for micro influencers in the industry.