The popularity of Influencer marketing in social media is growing day by day mainly because it is an effective strategy for industries like travel, lifestyle, fashion, and also for B2B companies and startups. The benefits of social media for business has outranked email marketing and organic search marketing. Moreover, social media marketing is said to be the fastest-growing and cost-effective online acquisition channel.
However, many companies that are especially small and medium, face it challenging to reach popular influencers. One of the recent studies states micro-influencers are attracting higher conversion and engagement rates when compared to highly influential users. Let us discuss how micro-influencers on Instagram remain as the best option for your marketing budget.
Do you know the meaning of the term micro-influencer?
Micro-influencer means social media content developers with dedicated and small following ranging from 1,000 to 100,000 users. The micro-influencers grow their following sticking to a topic with visual interests like travel, consumer goods, fashion, and food. Though there are micro influencers in several platforms, Instagram’s practice of content, hashtags and influencer discovery options make it simple for influencers and also their group to involve around their interesting topics.
Reasons you should work with Instagram micro-influencers:
- They have more targeted and smaller audiences:
If you have more than one million followers, it means there are followers with different kinds of interests. It is hard and challenging to develop content which interests to everyone. The main duty of micro-influencers is to develop contents on the niche or the topics they are interested in. It can be any topic- photography, fitness, food, technology, etc.
The micro-influencers spend sufficient time developing their presence and finalizing their content so as to develop a community in the topic they are interested in. The brands that are functioning with content creators ensure to have a focused and small following. They also make sure to launch a product or brand that users care about.
In a recent blog in AdWeek, it has been mentioned that micro-influencers also work in topics such as interior design. They share contents like tips to decorate a table, etc. Due to this reason, companies are finding it simple and effective to work with numerous micro-influencers who suit their brand instead of investing in a general mega-influencer.
- Micro-influencers are more authentic and credible:
When mega-influencers or Kardashians tag a brand or product in their Instagram, it is sure we would know that they are tagging for advertisement purpose. We do not even know what their real opinion on these products is. Long back, when we see celebrity supporting or endorsing a product on television, we did not know whether they use the products and put the name behind.
The best part of micro-influencers is they are regular people and they invest in online presence more personally so as to make the content look more authentic. But mega influencers simply tag the product or brand for promotion purpose. Micro-influencers spend hours developing a great Instagram post. They perfect their post by styling certain elements of the picture, selecting the right filter, including all associated hashtags and writing the best caption.
Influencer marketing is highly effective especially when they see the following as peers. Small-time influencers interact with their followers just like their friends. It means they remain honest and interact with them equally. It is mainly for this reason, you need to consider working with small influencers. They concentrate on niche markets and helps brands develop credibility. If you are an Instagram influencer, then your brand or product is your personality. It is important to remain authentic and real as much as possible to be successful.
- They work continuously:
They start from scratch to develop their fanbase. As they do not have lots of followers, micro-influencers develop fanbase by interacting with them casually. They give sufficient attention and show real appreciation by responding to their comments. Moreover, they also thank followers for support by sharing website promo codes and giveaways. The most important part is they continuously work hard to offer the right kind of content which will vibrate with them.
- They are affordable than mega influencers:
If you have recently stepped into Instagram for promoting your brand, then you need to work with micro-influencers. Most startups would think to invest thousands of dollars on mega influencers for endorsements. It is actually a wrong move. We suggest you approach micro-influencers as they are open to working with brands that are new and lesser-known in the market. Besides being effective, micro-influencers cost much less.
- They drive more conversions and deliver higher engagement:
Several small influencers develop a loyal following by regularly interacting with their fans. Recently, a study has been conducted by Expertcity, it revealed that micro-influencers drive 22.2 times extra conversions than the usual users. It is because they engage with significantly more with the right audiences. Due to the quality and frequency of their interactions, the followers of micro-influencers know them personally and on a deeper level. This results in a solid foundation of trust.
For examples, when micro-influencers suggest a new baby product or a restaurant, their followers will be ready to take action as per their suggestions. It has been proved that the campaigns run by micro-influencers are 7 times more effective per engagement than the other influential counterparts. So, micro-influencers are really worth for your investment. It is sure you can see a return on investment (ROI) faster than you invest in mega-influencers.
Do you feel micro-influencers is right for your business?
Influencer marketing is not suitable for all types of business. However, when you work with lesser-known influencers, you can notice the low risk, low cost and a great way to experiment your product and brand among the focused and small audience. By experimenting several influencers who suits your brand, you can find and understand whether this is a climbable strategy for your business.
How to select the right micro-influencers?
Check whether their principles suit your brand. If you want to boost sales and see great results in your business, you have to make sure that the micro-influencers principles and views are relevant to your brand or business. For instance, if you wish to promote a tour package for youth, it is useless to approach an Insta mom since they would not assist you.
Do they possess active followers? Several people want to remain influential to earn money. For this reason, most purchase fake followers. If the influencer does not have many comments and likes, there are chances for a waste of money and time.
Influencer marketing is not just a trend. It is a powerful and effective marketing tool which promote brands in already established communities in a natural and genuine way. Micro-influencers have better engagement rate and it is one of the best ways for genuine promotion.
Sam Makwana – VP of Marketing at Traffic Radius
I am a passionate digital marketer with a creative and analytical mindset. My skill lies in adopting a holistic approach and designing solutions based on the latest marketing trends and web paradigms. With my knowledge and understanding of the various elements of SEO, I believe in adopting an integrated approach for devising effective strategies.