There’s no denying that, when done right, influencer marketing is the most effective way to reach relevant audiences and build brand loyalty, which is why it will continue to spiral into a multi-billion dollar industry over the next five years. Whether you are currently working on an influencer marketing strategy, or just looking to expand your industry knowledge ahead of 2019, it is time to dig into the data and learn about what’s best for your brand.
Social media influencers are a powerful tool for reaching your consumers; however, choosing the right influencers for your campaign is critical to achieving effective results – results that go beyond vanity ‘views’ and ‘likes’. With the rapid increase in time spent on social platforms, brands have been investing millions into celebrity profiles, on the basis that big names and big numbers translated to big influence. Now, thanks to transparency and data insights, that’s all about to turn around. While the celebrity-status influencers have the huge followings, it’s the micro influencers who are proving more effective.
What defines a Micro influencer?
Micro influencers typically have a social media following of 5,000 to 150,000 and many people consider them as ‘peers’ or ‘everyday people.’ Macro-influencers have a much larger following and some are even considered celebrities or brands in their own right. But how do you identify which is best fit for your brand?
Why are micro influencers proving more effective?
Here are the four reasons why bigger is not always better…
- Micro influencers are less commercial
Micro influencers work less frequently with brands and usually have more focused content on their page. The content is more authentic and relatable to their audience, thus more persuasive to their audience. A higher percentage of audience would consider buying a product promoted by an influencer who was actually not a ‘celebrity’ because it appears more genuine.
- Micro influencers allow brands to target a niche audience
Partnering with micros allows you to invest your efforts in reaching a more relevant and niche audience, since they gain their followers based on specific topics they post about such as sports or cooking. Alternatively, macro influencers have a diverse and large following due to their celebrity status, as a result, they do not maintain a niche audience that is interested in a specific topic or category. So you are paying more to promote to an audience who is not necessarily relevant.
- Micro influencers receive higher engagement rates than macro
On average, micro influencers receive 8% engagement while macro influencers receive 2%. Engagement rates usually drop as the number of followers increase. Additionally, micro influencers’ content is seen as more personal and relevant so it results in genuine interest and engagement by their dedicated audience. When you group micro influencers together who have highly-engaged audiences, you can measure a much greater impact overall.
- Micro influencers are more cost-effective for your influencer marketing campaign
Macro influencers’ cost per engagement is higher because they have a wider following which translates into higher reach, however the result is not always cost-effective. Go for a group of several micro-influencers simultaneously to achieve the same or better results than a macro-influencer for a much lower cost.
There’s a lot of benefits to working with influencers who are relevant to your business and industry. Micro influencers are important to reinforce brand affinity and DNA in a highly clustered industry and communication platform. Remember to focus first on the individual story an influencer tells. Through this, you collaborate with people who can drive followers to engage with their content – and your brand.
Brand Ripplr is a platform that provides clients with access to over 3,500 influencers – so that they can tap into the right profiles, amplify their brands across social media and reach relevant audiences.