Media Intelligence: How Micro-Influencers Benefits Your Brand

Influencer marketing has exploded in popularity over the last decade, and marketers are relying on influencers more than ever to raise brand recognition. However, where once big-name influencers like Kim Kardashian were the only option, we now live in an era where micro-influencers are king.

Marketers today understand that the number of followers isn’t the ideal indicator for assessing influence when it comes to influencers. People relate to other people, and audiences nowadays are looking for authenticity and relatability in a business, which micro-influencers may provide. Micro-influencers have a niche following that is more loyal, and as a result, they have fewer followers.

There’s a distinction to be made between a celebrity and an influencer, as well as between a significant influencer and a minor influencer. We’ll look at what a micro-influencer is, how to detect one, the benefits of working with them, and how to develop a fruitful connection in this blog.

What exactly are micro-influencers?

In the sense that they are not prominent people, micro-influencers are “ordinary people.” They’re people who are knowledgeable about a particular topic or brand.

 They’re not just experts, but they’re also well-known on the internet! A supportive group surrounds Micro-influencers. In a nutshell, these are “real world” people, like your next-door neighbour or a former classmate, who have been able to create and cultivate a community around their shared interests and hobbies.

What distinguishes a minor influencer from a huge influencer?

Influencers with large followings may be well-known on YouTube or Instagram. However, for third-party endorsements, these major influencers frequently request exorbitant fees. 

A micro-influencer, on the other hand, has a smaller following but a highly engaged community. Their counsel and opinions are generally seen as more reliable, authentic, and credible.

What Makes a Micro-Influencer?

What exactly qualifies someone as an influencer is a point of contention. Some say you need between 500 and 5,000 members, while others say you need between 10,000 and 100,000. Beyond the numbers, what characterises a micro-influencer is their relationship and involvement, not just the number of followers they may have.

A micro-influencer is more likely than a significant influencer to go above and above to help their community; they will treat their followers as friends, resulting in considerably higher levels of engagement per post.

Micro-influencers, like macro-influencers, build relationships with their followers by producing engaging content regularly; however, there are several advantages to dealing with micro-influencers that macro-influencers do not have.

What Are the Benefits of Micro-Influencers for Brands?

Cost-effective

We all wish that getting a celebrity to promote our company was doable, but for the most part, it isn’t. Smaller firms with limited funds can now partner with more minor well-known celebrities with a large following. 

The micro-influencer is cheap (in comparison), effective, and precisely what your brand needs if you can’t afford to pay a celebrity. Micro-influencers might charge as little as $100 for a post, depending on how many followers they have.

 You can work with numerous micro-influencers at once and profit from multiple engaged groups by cutting costs.

Increased levels of engagement

Using micro-influencers improves your brand’s visibility. A recent study revealed some intriguing findings on influencer engagement rates:

Influencers with at least 10,000 followers engage at a rate of 3.6 per cent.

Influencers with 5000 to 10,000 followers engage at a rate of 6.3 per cent.

Influencers with 1000 to 5000 followers have an engagement rate of 8.8%.

Benefit from increased trustworthiness.

The motto “The best marketing doesn’t feel like marketing” is something we live by. Every day, most consumers are assaulted with various commercials and marketing initiatives to persuade them to purchase something. As a result, people have formed a negative attitude toward major corporate brands and advertising in general.

Make your brand more human.

To put it another way, people buy from other people. Celebrities may generate headlines by attracting global attention, but people trust a neighbour who enthusiastically endorses a product because they know it’s a genuine recommendation rather than a paid advertisement.

 Micro-influencers are your next-door neighbours. They can personalise brand encounters in ways that highway billboards and television advertising can’t. This creates a sense of trust in your brand, resulting in more loyal customers who are more likely to continue with it and suggest it to their friends.

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