Narrowing your target: The Rise of Micro-Influencers

In 2018, there is a new kid on the Instagram block: The Micro-Influencer. So, what is a micro-influencer and are they here to stay? Let’s explore further.

What is the difference between Influencers/Celebrities and Micro-Influencers?  

A micro-influencer is defined as someone who has fewer than 500,000 social media followers (Wissman, 2018). Micro-Influencers typically have fewer followers than influencers and celebrities; but this is not necessarily a bad thing. Evidence is mounting that the number of followers a brand influencer has is not the be-all and end-all of a successful campaign. In fact, once a celebrity or influencer reaches a certain number of followers, engagement actually starts to decline because followers want to communicate with people that they can relate to (Pierucci, 2018). An alternative strategy that executives are increasingly starting to consider is to collaborate with a micro-influencer. Micro-influencers are known for their loyal, niche follower base and are able to reach high engagement levels with their follower base. Additionally, the follower base tends to trust micro-influencers because they are relatable, which is an important component to a successful social marketing campaign.

Why use a Micro Influencer?

Micro-influencers can deliver a message on behalf of a brand that will resonate with their niche follower base. According to Forbes, MediaHub’s entertainment and retail clients experienced an engagement rate of more than 50% when they partnered with a micro-influencer (2018). In addition, when a brand collaborates with a micro-influencer, it tends to be a positive return on investment (ROI). The reason for this is that micro-influencers usually require a smaller fee per posting, receive high engagement levels, and increase brand awareness (Brin 2018). Simply put, a micro-influencer can capture the attention of a brand’s target audience and influence their purchasing decisions at a fraction of the cost of a celebrity or influencer by leveraging their niche following.

Have any brands successfully collaborated with a Micro-Influencer?

The short answer is yes, they have.

• Beauty and skincare brand, Glossier, collaborated with student and micro-influencer, Cecilia Gorgon, to highlight their products and she recommended that her followers give the brand a try (Creator.AI, 2018).
• Beverage company, Naked Juice, partnered with lifestyle blogger and micro-influencer, Kat La Vie, to display the brand as one of her must haves after a workout session (Creator.AI, 2018).
• Spiritual Gangster, a yoga-inspired clothing company, teamed up with wellness micro-influencer, Alexandra Lerner, who wore the brand on vacation (Wissman, 2018).

Other brands that have collaborated with micro-influencers include Google, Spotify, Chrysler, AnthroDesk, Kenzo, Bulgari and Sperry (Wissman, 2018; Creator.AI, 2018).

References

Creator.AI. (2018) 7 Brands that really use micro-influencers. Retrieved from: http://www.creator.ai/en/blog/7-brands-that-really-use-micro-influencers

Pierucci, S. (2018). Why micro-influencer marketing is the game in 2018. The Startup. Retrieved from: https://medium.com/swlh/why-micro-influencer-marketing-is-the-game-in-2018-fdeda0993c36

Wissman, B. (2018). Micro-influencers: The marketing force of the future? Forbes. Retrieved from: https://www.forbes.com/sites/barrettwissman/2018/03/02/micro-influencers-the-marketing-force-of-the-future/#32d5b266707b

Brin, D. (2018). Small businesses find micro-influencers a good marketing avenue. Forbes. Retrieved from: https://www.forbes.com/sites/dinahwisenberg/2018/07/31/small-businesses-find-micro-influencers-a-good-marketing-avenue/#750cb5476f9f