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12 min read | September 15, 2018

What Are Micro-influencers and How Can They Benefit My Brand?

With the use of Internet and social media on the rise, the marketing that we once knew is constantly changing. Opinions are important; a positive review of a product or service on social media can give it a boost in the eyes of a potential customer.

Nowadays, we’re more likely to trust the opinions of friends, acquaintances or people who are knowledgeable on a certain topic, hence why involving people from the online world in the promotion of a product, such as influencers, micro-influencers or celebrities is a key marketing tactic for amplifying a campaign’s reach.

Online influencers are increasingly making a more prominent appearance in digital marketing strategies

Amongst these profiles, the concept of a micro-influencer is beginning to make a more prominent appearance in digital marketing strategies. Thanks to their charm and charisma in the virtual world, these social media users have managed to turn themselves into idols for a great number of users, meaning they’re marketing gold for brands. One publication by a micro influencer can help increase a brand’s awareness, along with sales and other benefits for the company. And all of this at a much lower price than collaborating with celebrities or macro-influencers.

Free ebook: How to find the right influencers for your brand

What Are Micro-influencers and Why Should You Work with Them?

Micro-influencers are profiles with between 10,000 and 100,000 followers, with a loyal fanbase and the ability to generate high engagement rates and conversions.

In general, when we speak about influencers, we’re referring to someone who has great online presence and credibility on social media who could be a perfect brand ambassador. It’s important, however, to bear in mind that not all influencers are a good match for a brand or digital strategy, hence why we divide them into the following categories: macro-influencers and micro-influencers.

Depending on the size of the company and the sector, a brand should focus on one or the other. If it’s a small company that wishes to market itself online, collaborating with a macro-influencer or celebrity is not the best bet, since it will be way out of budget and the brand may not be able to manage the achieved impact.

In this case, we recommend working with micro-influencers, that is, influencers with a smaller fan base of between 10,000 and 100,000 loyal followers, who have high engagement and conversion rates, all of which can help brands to improve their reputation and levels of interaction.

How Can a Micro-influencer Help My Brand?

The social media marketing boom has made collaborating with popular influencers a luxury that only few brands can afford. For that reason, micro-influencers have become an ideal alternative for those companies that wish to market themselves on social media, without spending a small fortune.

Despite these influencers being your normal, run-of-the-mill social media users, their original content has managed to attract a large amount of followers. Research shows that their posts have a higher engagement rate than macro-influencers, since it’s much harder to impact a brand’s specific target audience when content is being viewed by millions of followers.

Micro-influencers are an ideal alternative for companies that wish to market themselves on social media without spending a fortune.

Despite all this research, many people still believe that an influencer must have millions of followers in order to be worthwhile, which, quite frankly, is not true. The higher the number of followers an influencer has, the lower their engagement rate. For that reason, collaborating with micro-influencers can increase ROI and reduce expenses.

Benefits of Working with Micro-influencers:

  • They humanize your brand.
  • They facilitate your arrival on a new social media platform.
  • They impact segmented audiences and niche markets.
  • Natural publicity. Influencers share their day-to-day lives with their followers, meaning they promote products in a natural and contextualized way.
  • They have a great capacity to generate conversation regarding a topic or brand.
  • They’re very active on social media and their implication is fundamental for guaranteeing success.
  • They transmit their passion through curated content.
  • They have great credibility and a receptive audience. They generate trust amongst their followers, meaning followers are always interested in and receptive to the content they publish.
  • They’re close to the customer. Social media users can identify with them.

Why Should You Use a Software to Manage Influencers?

When carrying out an influencer marketing campaign, using a software can help you search and analyse their profiles, as well as launch and measure campaigns.

Influencity’s control panel helps you effectively manage your Influencer Marketing campaign, by tracking and measuring your campaign in real-time, as well as your competitor’s campaigns, all of which simplifies your workload and helps you to avoid potential hiccups along the road.

Want to learn about the types of influencers you can find with the help of Influencity? Download our free ebook!

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