There’s nothing small about the power of micro-influencers. These powerhouses, defined loosely as having anywhere from 10,000 to 50,000 followers, are often experts in their fields. The niche quality of their following also helps them build stronger relationships, which delivers strong results for brand campaigns. But that’s not the only way micro-influencers can boost your brand. In case you’re on the fence about whether to go small, here are some of the biggest benefits micro-influencers have to offer.
Micro-Influencers Drive Sales
Case studies comparing campaign results between a mega influencer and a micro-influencer are eye-opening. The results hint at one of the most important powers of micro-influencers. In one study, both of the subject influencers shared the same niche, had experience, included high-quality images and were well-respected. While the mega influencer had more shares and likes, the micro influencer’s efforts yielded more than 100 sales compared to the mega influencer’s five sales.
At first blush, that might seem surprising, but micro-influencers are so dialed into their audience. Many consumers are suffering from influencer fatigue and passing by the content shared by big names. But the content from micro-influencers feels more like the advice of a trusted friend. It can resonate more effectively, giving brands an edge when it comes to boosting sales.
Micro-Influencers Are Engaged and Connected
Hundreds of thousands or millions of followers are tough to keep up with. It seems like the fewer followers an influencer has, the higher the engagement rate. Research from the Association of National Advertisers (ANA) reveals that micro-influencers converse with their followers roughly 22 percent more than other influencers. They care about their subject matter and aren’t afraid to give them one-to-one recommendations and attention.
Micro-Influencers Deliver Bang for Your Buck
When brands work with micro-influencers they can expect three things: Effective collaboration, creativity and cost-effective pricing that boosts your ROI. Brands that partner with micro-influencers who are a natural fit for their voice and values enjoy a level of impact that’s tough to top. That’s especially true when you consider the budget-friendly value that micro-influencers offer.
Big-name influencers may charge thousands of dollars or more for every post. And that does have value. When you work with micro-influencers, you’ll likely be paying fees that range in the hundreds instead. This makes it easy to work with more people and increase your brand reach exponentially. It really depends on your KPIs and strategy but don’t overlook micros due to lower following.
Micro-Influencers Champion Your Brand
Micro-influencers typically have a targeted audience that is invested in the influencer’s identity, and are likely to take their recommendations. In fact, ANA notes that more than 82 percent of consumers are open to buying things that micro-influencers recommend.
To reap the most benefits, it’s important to partner with the right micro-influencers. Look for candidates with consistent engagement. Check out the content they’re already sharing and face they present across multiple channels. Ultimately, micro-influencers who share your brand values will have a positive impact on brand recognition, loyalty and sales.
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