Social Media

Micro-influencers: The secret ingredient you’re missing in your marketing strategy

May 3, 2018
Have you used influencers to promote your brand on social media? If not, you’re missing out on a quick and effective way to expand your reach and attract a new audience.
While there are countless benefits to using influencers, micro-influencers can have even more benefits for your promotions. These smaller influencers with 30,000 followers or less will be crucial for successful marketing strategies this year.
We already know influencers are important and have a huge impact on purchasing decisions, as 70 percent of people are more likely to buy something that has been recommended by someone they know or follow. (Check out our other blog for more tips on how to make influencer marketing work for your brand.)

Micro-influencers can have just as much power on selling to your audience. They allow you to reach customers you might not be able to reach with your own content.

One major benefit of using micro-influencers is the cost. You don’t need a huge budget to get influencers to promote your product or service, especially when reaching out to smaller influencers. It’s much more important to find the right influencer for you and your business than it is to keep paying large sums of money to any big influencer that shows interest in your brand.
We often get caught up in the follower count, but that’s not the only thing that matters in influencer marketing. A lot of larger influencers have bought followers to better fit with industry standards and to allow them to ask for higher pay from brands interested in working with them. You will be reaching fewer people with micro-influencers, but you’ll be reaching people who will be generally interested in what you have to offer.
Micro-influencers also tend to have better engagement. While bigger influencers may have a lot of likes and comments, it’s probably not as personal.

People with tens of thousands of followers might not take the time to talk to their followers or respond to comments, but smaller micro-influencers are more likely to have a relationship with their followers.

You can be perceived as a more authentic brand by partnering with micro-influencers who have stronger relationships and more engagement with their audience. Followers trust the influencers they follow, and if the micro-influencer actually values your product or service, it will come across more authentically in how they share it with their followers. When influencers truly like your brand and are excited to share with their followers, rather than just being paid for the promotion, their posts are real and more effective. The authenticity behind the posts helps turn first-time customers into return customers while building up brand loyalty.
If you’re interested in learning about how to make micro-influencers work for your brand or how to find the right influencers for you, click the link below to schedule a time to speak with a member of our client success team.