Did you know that using one influencer on Instagram for your marketing is typically going to get your business less engagement and sales compared to multiple micro-influencers?
But what is a micro-influencer, and why are they typically better for brands to work with? Take a scroll and find out the true power of the micro-influencer!
What is a micro-influencer?
Micro-influencers are social media personalities that typically have between 1,000 and 10,000 followers.
This bracket of following is important because anything above that amount starts to see a drop in engagement.
Influencer Marketing agency Markerly found in their study that Instagram accounts with 1,000-10,000 followers had a 4% rate of Likes, whereas accounts with 10,000-100,000 followers had a 2.4% rate of Likes, and accounts with 1-10 million followers had a 1.7% rate of Likes.
Examples of micro-influencer marketing
- British Airways: A slightly unconventional approach, but certainly creative. British Airways took a selection of innovation focused micro-influencers on a flight from Silicon Valley to London, and throughout the flight hosted ideation sessions on the next big tech idea. They had them share it across their channels. While definitely a big budget campaign, it was very inventive.
- NordVPN: if you’ve ever watched a YouTube micro-influencer, you’ve likely seen that they’re sponsored by NordVPN. Through their expansive campaign, they appeared in almost 600 videos, and reached over 2 billion people – that stats speak for themselves!
Why should I use micro-influencer marketing?
Marketing has a wide array of avenues that you can take to push your product or service. But why is micro-influencer marketing something you should seriously consider?
Their marketing is more targeted
Larger influencers will have a much bigger audience, but if you’re trying to push your bespoke, innovative learning experiences, there’s a larger chance that parts of the audience aren’t going to be interested in what you’re doing.
Micro-influencers have a smaller following, but these followers are very interested in what they’re following and are more likely to interact with promoted content compared to their larger counterpart.
The posts are more affordable for you
On average, multiple sources like the New York Times, have said that influencers can charge between $75,000 to $1 million (looking at you Kardashians) for a sponsored post, whereas micro-influencers could come in at around $500. You could maximise your budget with more micro-influencers and get more posts than just one.
Micro-influencers are more authentic than larger influencers
When it comes to selling online, you need trust. By using a micro-influencer, you’re purchasing some of their trust to be put in front of their users. This means that the posts and the connection will be more authentic and far more beneficial. It feeds into the targeting element as well, because if the micro-influencer is more likely to use this product, it’s likely that their audience will as well.
