In the world of social media, influencers (and people who call themselves influencers) are everywhere. Typically, influencers are regarded in a similar way to celebrities: they show up at events, are sponsored by brands, and live luxurious lives. However, there is a new type of influencer growing on social media platforms: micro-influencers. Who are they, and why should they matter so much to your business?
Who are micro-influencers?
Micro-influencers are defined by Impact as “individuals that have between 1,000 to 1,000,000 followers/audience members and are considered experts in their respective niche.” In other words, they’re bloggers, fashion gurus, health nuts, and many other different types of people who have grown a following that is genuinely interested in the content they post. Though they aren’t necessarily considered celebrities, they certainly have power over their audience.
Why do they have power and credibility?
When you admire someone, you want to emulate the way they live in any way you can. Micro-influencers have people who admire them; they are able to persuade their audience to try new products or visit new places. Because micro-influencers tend to have smaller audiences than traditional influencers, they’re able to be more personal with their followers. This hands-on approach builds credibility through the personal touch; people feel engaged and involved in the lives of the micro-influencers they follow, therefore they trust the opinions of those influencers. That trust gives micro-influencers power: they have an audience of people who would love to use the products they use. Essentially, by having a partnership with a micro-influencer, you have another branch within your target market. These people can get your product into the hands of their audience.
How can partnering with a micro-influencer be more helpful than partnering with a larger influencer?
As we’ve mentioned, micro-influencers have more of a relationship with their audience than large influencers. When your company (or you, yourself) forms a relationship with a micro-influencer, that positive interaction can then be reflected back on you through their advertisements of your products. On top of this, micro-influencers typically have better engagement due to their audience size and personable nature.
Additionally, working with large influencers or celebrities can cost hundreds of thousands of dollars…per post. For smaller businesses, that’s nearly impossible to pay. Micro-influencers, on the other hand, are more likely to work well with your budget, potentially leaving you room to work with more than one. Finally, they are a great asset to advertising to niche markets. Niche content can be incredibly effective when used for the proper market, and micro-influencers can further the reach of your product in these markets. It’s definitely beneficial to create relationships and business partnerships with micro-influencers. Why not start today?
Social media can be an intimidating world to navigate. If you’re looking for a guide, reach out to Blackwood Creative – we’d love to work with you as grow your brand on social media.