Influencer marketing has quickly become an unstoppable marketing trend that conquered traditional and digital marketing with an estimated spend of $1 billion on Instagram alone in 2017. While major brands tend to collaborate with celebrity influencers, a new pool of social enthusiasts is now under the spotlight: Micro-Influencers.
A micro-influencer is an individual that has between 5,000 to 200,000 followers on a social platform; they tend to be passionate about a specific topic that they eagerly engage their followers about.
5 reasons why micros are stealing the spotlight in the influencer marketing scene:
1. They’re genuine and relatable
Micros are everyday individuals like you and I, which makes them and their interests more relatable to their followers. They also have close relationships with their followers and actively engage with them, which results in a very close and trusted relationship, thus making them more credible than a celebrity.
2. They’re engagement heroes
A micro-influencer’s reach on social can be significantly lower than a macro, but their engagement rates are a lot higher! Research done by the Influencer Marketing Hub shows that influencers with a following of 5,000 users have better engagement rates – averaging around 5.7% on Instagram – while a celebrity like Kim Kardashian has an engagement rate of 1.53% on the same social channel.
3. They share valuable tips
When it comes to their niche topic, they are as knowledgeable as they are passionate about it. They will always stay up-to-date on the latest trends, and provide followers with valuable and researched ins and outs that they need!
4. Micro-influencers create authentic content
Trust is major for micros; that’s why they can’t afford to spam their feeds with branded content. They put a lot of effort into building a trusted following, so they ensure they don’t disengage their followers by posting random content that is out of topic to advertise and make money. This makes them more selective when it comes to collaborations and sponsorships – not any brand would pass their checklist.
5. Outstanding value and results
Partnering with micro-influencers has several marketing benefits. Firstly, you’re spreading the same budget you spend on one celebrity account over several social accounts to ripple your content & counter reach algorithms on social platforms! It also means you can control your budget spend more and get lower cost-per-engagement rates. In fact, our latest campaign on Brand Ripplr achieved a CPE rate of $0.2.