Brands can tap into these highly curated communities, enabling a degree of targeting that’s impossible with macro-influencers.Īs the age of social media continues to grow, the days of brands looking exclusively at follower counts to make partnership decisions are long gone. This type of micro-influencer tends to be an expert in their area and has followers because of their unique, specialized interests. Niche Markets: Micro-influencers have the potential to engage audiences around topics that are specific to a particular interest. By engaging various influencers of different ages, races and sexual orientations, brands can reach audiences they might be missing if they only worked with a limited number of macro-influencers. Multi-Market Reach: Due to micro-influencers being cheaper to work with, a brand can expand its reach by working with multiple influencers that cover many different market segments. Therefore, despite their small followings, brands can extract incredible sales value from working with micro-influencers. According to Social Bakers, micro-influencers “boast up to a 60% increased engagement rate compared to macro-influencers.” Micro-influencers also have over a 20% higher conversion rate that can help brands boost their e-commerce sales. However, the engagement and conversion of a micro-influencer’s followers are typically higher because users trust the individual, are more likely to comment and engage, and, most critically, click the “purchase” button. Therefore, micro-influencers are more likely to partner with brands they actually love, want to support and share with their audience.Įngagement: A common concern with micro-influencers is that their follower count is smaller, reducing the number of eyes viewing sponsored content. Because of their smaller following, the demand for working with micro-influencers is smaller, and often they reach out to brands they want to work with. According to the Morning Consult study, 88% of people say it’s important for influencers to be authentic and genuinely care about their interests. All of these factors typically create a strong ROI for a brand’s spending.Īuthenticity: Authenticity is an essential trait of an influencer as we continue in 2021. These influencers are typically looking to grow their following, so it is common for them to overserve their brand partners in an effort to build a long-term relationship. Micro-influencers, due to their smaller-scale size, are affordable partners for brands. A micro-influencer serves more niche audiences and can be beneficial to a brand because they provide access to a small subset of a targeted demographic interested in your business.īrands should consider the following advantages of working with micro-influencers.Ĭost: How much a brand pays an influencer for sponsored content is linked to their following. And in our work with these types of influencers, we have found they have stronger relationships built on expertise and trust with their followers. What an influencer writes for sponsored content can be enlightening and tell if they care about the brands they are working with.Īs the name suggests, a micro-influencer has a smaller following. Brands need to be sure to research influencers, considering how often they post sponsored content and what they say. The more sponsored content an influencer posts, the more likely their followers will distrust their authenticity and wonder if they are just interested in the payout. The increased demand for partnerships with these influencers typically leads to more complicated and long-lead arrangements, constraining brands that need to move quickly.Īuthenticity: As an influencer grows in popularity, more brands want to work with them, but protecting authenticity is critical to the success of an influencer. While many people will see a brand’s sponsored content with a macro-influencer, in the work our agency has done with macro-influencers, the number of those followers who will purchase the product is far fewer, limiting the brand’s ROI.Īvailability: Due to their large audiences, macro-influencers tend to be in high demand as brands aim to leverage their massive followings. Many brands see large follower counts and believe it will enable them to achieve their objectives, but despite the broad reach, there are a few downsides to consider.Ĭost: As follower counts increase, the cost to work with influencers rises, creating a situation where brands must go all-in on a single content piece.
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