How Brands Can Reach New Audiences With Micro-Influencers
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What Are Micro-Influencers?
Collaborating with a digital influencer to create sponsored posts, photos, or videos is now one of the most trusted and effective ways for brands to reach consumers—according to a survey conducted by Augure, 84% of companies plan on working with a social media star in the next year, while 81% of brands that currently use influencers as part of their marketing strategies claim they were satisfied with campaign results. As the influencer marketing industry grows and evolves, however, many brands are finding that partnering with smaller, niche-focused "micro-influencers" may sometimes yield higher levels of engagement and better returns for brands.
Who Are Micro-Influencers & Why Are They Advantageous?
Though no clear definition delineates "micro-influencers" from traditional social media influencers (even the line between digital stars and traditional celebrities is now steadily eroding), most marketers consider micro-influencers to be any YouTuber, Instagrammer, Snapchatter, or blogger with a relatively small (less than 100,000) follower-base of highly-engaged, extremely attentive social media users.
In the wake of revelations that some high-reach influencers actually purchase followers to artificially inflate their reach, many brands are eschewing the "bigger is better" (in terms of audience size) influencer marketing mantra in favor of working with smaller, more engaged social media stars. New research suggests that micro-influencers:
Have Higher Engagement Rates
A recent survey found that a correlation existed between engagement rates and the number of followers an Instagram influencer claimed—as the number of followers an Instagrammer earned increased, the influencer's engagement (predictably) plunged. Instagram influencers with fewer than 1000 followers reported an 8% engagement rate, while those with over 1 million followers only engaged with 1.7% of their audience (Digiday).
Related Post: Four Ways To Ace Your Influencer Outreach
Are Better At Driving Consumer Action
According to a study conducted by The Keller Fay Group and Experticity, 82% of consumers said they would follow the recommendations of micro-influencers. The study also found that, on a weekly basis, micro-influencers give over 20 times more recommendations than the average consumer (Marketing Dive).
Related Post: 5 Different Types Of Influencer Marketing Campaigns
Offer High Returns On Marketing Investments (ROIs)
Like celebrity endorsements, some partnerships with high-reach influencers can be expensive—marketers can expect to pay $50K–$100K for just one post from a "famous" Instagrammer or blogger. Collaborating with micro-influencers not only ensures that brands are targeting the right audience, it also allows CMOs to create multiple campaigns and achieve a level of brand ubiquity in a given niche or marketing vertical.
Related Post: 10 Mind-Blowing Influencer Marketing Statistics
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June 29, 2016 By Mediakix Team