smaller but engaged social media followings.
What are micro-influencers?Micro-influencers are active, influential social media users who have on average between 1,000-10,000 online followers. So while they’re the small fish in the social pond compared to macro-influencers (think the KarJenner sisters), their following is more engaged than the millions of followers macro-influencers have.
What makes micro-influencers different?Four things make micro-influencers different and worth your efforts.
A micro-influencer has a more targeted following base. If you’re an eCommerce clothing store, you might reach a bigger pool of people with a macro-influencer, but you’ll reach a more targeted, engaged audience if you use a micro-influencer who’s a fashion blogger.
[Screenshot: Instagram/bitesofvncvr]The engagement on a macro-influencer’s post tends to be likes and random comments saying, “I love you!” A micro-influencer has built a relationship with their audience. These followers aren’t just strangers liking their posts; they’re a close-knit community of friends who DM them to get more information about a product, comment with their experience about using that brand or a similar one and actually buy what they’re showing. Why? Because a micro-influencer has turned into their online best friend by opening their lives and hearts to these people, responding to their comments and messages and sharing their honest opinions about products, services, and tips they’ve used because they actually care about and want to help their like-minded online community of friends. In the example above, watch brand Daniel Wellington partnered with micro-influencer Tiffaney Lau. With this one post, she got 554 likes and more than 40 comments from her followers—that’s an engagement rate of almost 14%. The average influencer engagement rate on Instagram for influencers with her following size (was around 4,000 at the time of this post) is 6.0%.
[Screenshot: Instagram/caraloren]When you see a celebrity post about a product, your first thought is, “Does she actually use that?” We question them because there’s no trust or relationship there. But micro-influencers are trusted by their audience. Studies show that micro-influencers are 94% more credible, believable and knowledgeable and 92% better at explaining how products work. They’re never questioned. If they share a skincare product, even if the photo looks staged and they use #ad, you don’t question if they actually use and like said product.
AffordabilityIf you’ve got a micro-marketing budget, then test the ropes of influencer marketing with micro-influences. Partnering with micro-influencers is cheaper than with macro-influencers, and you’ll get more bang for your buck. On average, micro-influencers charge between $150-500 per post, while macro-influencers can charge thousands of dollars per post—some even charge well over $10,000 per post or video. Australian skincare company, Frank Body, linked up with a variety of micro-influencers — from beauty influencers to athletes, fitness bloggers and models — to bring product awareness to its coffee scrubs, body balms and glow masks. These micro-influencers posted photos on Instagram with Frank Body products using hashtags like #thefrankeffect and #frankpaidme as part of its influencer campaign. Even unpaid celebs got in on the action and said their post wasn’t an ad because they just loved the products.
[Screenshot: Instagram/jenkvieira]Frank Body’s collab with numerous micro-influencers brought a ton of awareness to numerous audiences in numerous countries. It also earned them more than 350,000 Instagram followers in less than one year. Today, Frank Body is worth around $20 million, ships its products to over 100 countries and has 687,000 followers on its Instagram account @frank_bod.