In this competitive world where billions of brands are competing to grab the largest chunk of a finite and homogenous target market, getting the lead is essential to success. SEO is excellent, but for longterm results, while PPC takes a toll on your budget. Word of mouth and referrals are a good option, but it is challenging and sometimes even expensive to motivate clients to do you a favor.
What can marketers use to increase the effectiveness of their marketing efforts in the short-term? The answer lies in Micro-Influencers!
What Are Micro-Influencers?
Unlike Roger Federer, Selena Gomez, Jennifer Aniston, and many other mega-celebrities, micro-influencers have less than 25,000 followers. They are not celebrities, but their audience is highly active and engaged. A recent study by Markerly investigates more than 800,000 Instagram influencer accounts that had more than 1,000 followers. The study found that these influencers have a more active audience in comparison to the macro-influencers.
Surprisingly, this hyper-active group of micro-influencers receives 22.2 times higher conversions since customers rely more on them. This makes it crystal clear that micro-influencers have the power of recommendation and engagement, two things which every brand is looking for!
Micro-influencers like the Brothers Buoy, Allison Graham, Grace Abbott, and many other small influencers have changed the marketing landscape. Gone are the days when fame and high-profiles were connected to buyer engagement. Today, consumers have become smarter than ever. They look for authenticity, loyalty, and quality in whatever they buy.
Let us now learn how these micro-influencers can boost up your marketing in no time:
1. Micro-influencers Are Considered At Peer- Level
When people see a profile with billions of followers, they treat it like a celebrity profile. This eliminates the feeling of “like me,” which is often used for relatable things. For instance, when I started my research on the best carpet cleaning service in my area, I relied on home-improvement micro-influencer recommendations.
Some form of relationship is essential when making decisions, and this is what micro-influencers give us. We cannot relate to a celebrity having a lavish lifestyle and earning hefty income. In comparison, we can relate to a person having a lifestyle similar to us with the same income-level. A survey on social media channels analyzed different groups, and the “me like” group got the most views. People prefer listening to those who have a similar background or are in the same boat.
2. Fewer Followers Mean High Engagement
Unlike the macro-influencers, micro-influencer have fewer followers. However, the number of followers is inversely proportional to the level of engagement. When followers are less, influencers get the chance to interact with each of them. Thus, engagement is high. Similarly, these less number of followers give more likes and respond quickly. This the main reason why micro-influencers are preferred by brands. Since they do not have a lot of influencers, they can easily interact with each of them and deliver the message genuinely.
There is no use of having a high number of followers when the influencer is unable to engage with them. Thus, our promotional activities can go in vain. The marketing message delivered directly to a small group is more effective than an indirect dispersion. This is the reason why many local businesses are using micro-influencers for their marketing strategies.
3. Increasing Marketing Efficiency
Instead of using one big influencer, brands are now dealing with multiple micro-influencers at a time. The reason behind it is the cost-effectiveness of using micro-influencers. Influencers with fewer followers are more likely to charge less than those with high followers.
For instance, there are two influencers for the cleaning industry. Influencer A has 1 billion followers, while influencer B has just 13,000 followers. In this case, influencer A is more popular, so he will charge more. But smart marketers will never put all of their marketing budgets in one basket. They will use influencer B and will deal with multiple other influencers of the same kind. It will cost them the same, but the result will be better. The message given by these small influencers will target effectively. Thus, the overall impact of micro-influencer marketing will benefit the brand.
4. Increasing Trust and Loyalty
The target market of local brands usually belongs to a middle-income group who think twice before making a purchase. If the brand uses macro-influencer and makes an effort to make a hefty investment, conversions will still below. Why? Because potential clients will create a perception that the influencer is given a good amount for giving a positive review. On the flip side, they will trust the one with a reasonable profile and an average number of followers. Moreover, followers trust micro-influencers to give them honest reviews instead of selling out to brands. Most of the influencers use the product themselves and recommend it only after it gives satisfactory results, and that’s why their audience trusts them, and that’s why conversions are higher with micro rather than macro-influencers.
Businesses Using Micro-Influencers
The science behind micro-influencers is amazing, and brands are aware of it. Besides the small scale businesses, many top-notch brands are also using the same tactic to stand apart from the sea of competitors. Let us have a look a few examples:
1- La Croix
Reaching small influencers with a discount offer or a free purchase is a traditional method. However, the approach of La Croix is different. This brand directly approaches the clients who take appealing and clear pictures with its products. These pictures then appear on the Instagram account (with the consent of the client)
For a brand like Hydroflask, reaching new clients is difficult since they target people who are interested in outdoor activities. They are effectively using the small influencers who are outdoor enthusiasts themselves to generate traffic.
Sperry having a big name in boat shoes also uses micro-influencers with high engagement to create awareness of their specialized footwear.
Wrapping it Up
With high engagement, better relationships, and trust-building qualities, micro-influeners are generating millions in sales for brands. For making the most of your marketing budget, sieve the best small influencer of your niche and hit the target market at the right time.