Why You Should Choose Micro Influencers over High Profile Influencers
Why You Should Choose Micro-Influencers over High-Profile Influencers Skip to content Start selling online now with Shopify
The bigger an influencer gets and the more followers they have, the likelier it gets that a large part of their audience is no longer targeted, but rather people who are simply following them because of who they are and their popularity. Because of this and their huge audiences, the top-name influencer can no longer have the close relationship that micro-influencers have with their audience – a relationship which is very important if you want to drive more results from your campaign. So what is a micro-influencer, and how does it all work? In this article, we’ll look at: A micro-influencer definition Different types of micro-influencers Benefits of working with micro-influencers How to choose the right ones Post Contents What Is a Micro-Influencer Key Types of Micro-Influencers Benefits of Working with Micro-Influencers Case Study Micro vs Mega-Influencers More Reasons To Choose Micro-Influencers 1 They’ re Affordable 2 They’ re Authentic 3 They’ re Easy to Build a Relationship With How to Choose the Right Micro-Influencers Want to Learn More Start selling online now with Shopify Start your free trial
It once seemed to be the hottest trend to only hire celebs and mega influencers – now, brands are increasingly aware that audience size does not always correlate with ROI.
For this reason, it’s becoming ‘fashionable’ (and reliable) to actually partner with micro-influencers with smaller, more engaged audiences.
Audiences can truly relate to these ‘real’ people! They generally can’t adhere to the dreamy lives of celebs. This deeper connection through relatable storytelling really matters. Micro-influencers have a niche following – a ‘tribe’ that shares the same interests and passions as them. In influencer marketing, the relevance of an audience to the content creator is key, and if they aren’t closely aligned, there’s a strong chance your campaign won’t succeed. Let’s examine a case study to illustrate the value.
Why You Should Choose Micro-Influencers over High-Profile Influencers
Article by Amanda Gaid 14 May, 2019 When it comes to choosing key figures for your marketing campaign, it makes sense on the surface to link up with high-profile people who boast huge social media followings. A bigger audience = more exposure and sales, right? Honestly… not really. While it seems logically sound, more and more businesses are finding out that working with the right micro-influencers is often more effective and less costly across the board. Social media and lead generation expert Lilach Bullock asserts that you simply can’t get the same results working for the biggest and most popular names as you can get when you work with micro-influencers who have smaller, more targeted audiences. Lilach Bullock, Online Business Expert The big advantage of working with micro-influencers is that they have highly targeted audiences, which means that even if you’re reaching fewer people, the important thing is, you’re reaching the right people – the people who would be genuinely interested in your products or services and have a bigger chance of taking action based on your campaign and buying from you.The bigger an influencer gets and the more followers they have, the likelier it gets that a large part of their audience is no longer targeted, but rather people who are simply following them because of who they are and their popularity. Because of this and their huge audiences, the top-name influencer can no longer have the close relationship that micro-influencers have with their audience – a relationship which is very important if you want to drive more results from your campaign. So what is a micro-influencer, and how does it all work? In this article, we’ll look at: A micro-influencer definition Different types of micro-influencers Benefits of working with micro-influencers How to choose the right ones Post Contents What Is a Micro-Influencer Key Types of Micro-Influencers Benefits of Working with Micro-Influencers Case Study Micro vs Mega-Influencers More Reasons To Choose Micro-Influencers 1 They’ re Affordable 2 They’ re Authentic 3 They’ re Easy to Build a Relationship With How to Choose the Right Micro-Influencers Want to Learn More Start selling online now with Shopify Start your free trial
What Is a Micro-Influencer
You could think of micro-influencers as everyday people with a highly-engaged following on their social media channels. Their content usually revolves around a particular niche or passion – health and beauty, fitness, business, travel, and everything in between. Here are some of the core ways that micro-influencers differ from high-profile influencers: Micro-influencers Most micro-influencers have audiences of 5,000 to 50,000 Are community-oriented Often seen as an authority in a particular niche High-profile influencers Have 100,000+ followers Many high-profile influencers are popular across the globe Appeal to diverse audiences for various reasons It’s not just niche stores that use micro-influencers. Even big brands like Disney and Microsoft are turning to these individuals to boost their marketing campaigns. Why? Because these regular folks create and share genuine content about the things they love. They have a credible voice and loyal fans who trust what they say. Here’s an example of a micro-influencer talking about Disney and its offerings in her authentic voice: In a world where people are tired of the Kardashians and paid advertising, micro-influencers are able to stand out with the kind of authenticity that people crave. The real value, however, comes from the fact that marketing engagements can be as high as 60% with micro-influencer marketing than with celebrity marketing. Brands used to compete rigorously for celebrity endorsements. But today, all people want is an authentic recommendation from an individual they can trust. No BS. Just a real, transparent opinion.Key Types of Micro-Influencers
Micro-influencers engage their audiences in several ways, from explaining their gym routine, to giving makeup tutorials, to helping people replace their 9-to-5 with magical digital nomad journeys around the world. There are oh, so many opportunities for brands. But the key to an effective micro-influencer marketing campaign is choosing the right ones to work with. Let’s start by exploring some common personalities you’ll find in the influencer world. The Entertainer As humans, we love entertainers not only because of their personalities, but for their ability to transport us to another world. They’re often funny and outgoing characters, giving witty or controversial commentaries on pop cultures like current events, movies, or music. But not every entertainer is funny. For example, they may also be confessional, influencing audiences by sharing more vulnerable aspects of their lives. The Instructor These micro-influencers use ‘edutainment’ to engage people on a more intellectual level than other kinds of micro-influencers. They’re life-hackers, subject matter experts, DIY enthusiasts, and fix-it gurus. They creatively use Instagram, YouTube, and other channels to help viewers achieve goals that they may not feel equipped to accomplish on their own. The Adventurer Those who constantly seem on-the-move to new, fascinating, and exotic places. They’re known for sharing some of the most breathtaking photos – particularly on Instagram. Examples of such micro-influencers include backpackers, mountain climbers, skydivers, wildlife photographers, and other thrill-seekers. Whatever experiences they gather are vividly detailed and proudly displayed on their social profiles. The Disruptor These micro-influencers have an open mind and a passion for exploring uncharted territories. They love to work with brands that further their curiosity and help take their creativity to new heights. They’re often tech gurus and enthusiasts, excited to get their hands on cool and interesting innovations.Benefits of Working with Micro-Influencers
As I’ve mentioned before in my intro to influencer marketing, relationships are the heart of any strong influencer marketing effort. This concept is showcased when you take a closer look at the unique benefits of micro-influencer marketing and how it compares to working with bigger names. Just ask marketing influencer and owner of OPTIM-EYEZ Sam Hurley: Sam Hurley, OPTIM-EYEZ The primary strengths of micro-influencer marketing are rapid engagement, bottom line results (that compound over time) and much warmer, ‘human’ interactions that genuinely last.It once seemed to be the hottest trend to only hire celebs and mega influencers – now, brands are increasingly aware that audience size does not always correlate with ROI.
For this reason, it’s becoming ‘fashionable’ (and reliable) to actually partner with micro-influencers with smaller, more engaged audiences.
Audiences can truly relate to these ‘real’ people! They generally can’t adhere to the dreamy lives of celebs. This deeper connection through relatable storytelling really matters. Micro-influencers have a niche following – a ‘tribe’ that shares the same interests and passions as them. In influencer marketing, the relevance of an audience to the content creator is key, and if they aren’t closely aligned, there’s a strong chance your campaign won’t succeed. Let’s examine a case study to illustrate the value.