What Is a Micro Influencer, and How to Use This Marketing Strategy?

The influencer marketing industry has grown exponentially in a short space of time. Its value has increased from $1.7 billion in 2016 to an extraordinary $16.4 billion in 2022.

Many brands splash the cash on getting public figures like Kim Kardashian and Selena Gomez to endorse their products. As long as social media is king, it's hard to ignore the value of influencer marketing.

But what is a micro influencer, we hear you ask. Continue reading and you'll learn everything you need to know.

What Is Influencer Marketing?

Influencers are individuals who wield influence over a large audience, typically on social media. Influencer marketing is a new type of social media marketing. Companies utilize endorsements and product mentions from popular online creators.

Influencer marketing is a modern version of hiring a celebrity to endorse your brand.

You'll find influencers within every industry, from relationship therapists to horse trainers. These people have developed a reputation as an expert in their field. And their online persona has the power to influence the purchasing decisions of others due to their authority and knowledge.

Influencer marketing continues to grow in popularity, especially on Instagram, TikTok, and YouTube. It's an effective way to market goods and services. And it's no wonder that 67% of brands use influencers on Instagram to market themselves.

So What Is a Micro Influencer?

A micro influencer is an individual who has a smaller, niche audience on social media. They are enthusiastic and boast high engagement levels among their followers.

Their follower count can range from anything between 1000 and 100,000. They tend to be well-respected and considered trustworthy by their audience. In fact, 92% of millennial customers trust an influencer over a celebrity endorsement.

Brands hoping to reach niche markets often employ this powerful new approach to promote their products or services. They value micro influencers because of their loyal audience base

and high engagement levels.

The Benefits of Teaming up with Micro Influencers

There are many reasons why brands choose to work with micro influencers. Importantly, they're passionate about what they post and they've established a trusted network over a long period of time.

Their audience may be smaller than other public figures. Yet, a micro influencer's followers will be very interested in the specific niche that they focus on. Their value can't be understated because images and videos that they share are more likely to be seen and engaged with.

Another benefit of working with a micro influencer is their cost. They won't charge an exorbitant rate like traditional celebrities or popular influencers do.

The ROI is much higher for micro-influencer endorsements. That's because the majority of a celebrity or influencer's audience is likely to be uninterested in your product or service.

Their high levels of credibility and authenticity mean their audience responds well to their posts. Their followers will be more inclined to trust their recommendations.

A micro influencer boasts high engagement rates and is often passionate about their output. This passion and enthusiasm can be used by brands to leverage themselves.

How to Find the Right Micro Influencer

It's easy to find micro influencers to work with, but it's more tricky to find the right one for your brand. There are various ways you can go about this.

You can choose to do it manually by searching relevant hashtags to find an individual that has an audience that aligns with your brand. You can also search through your brand's list of followers to find a micro influencer with a similar audience. As a follower of yours, an added bonus is that they'll likely be interested in working with you.

You can also use an influencer marketing platform to search for an individual based on a variety of criteria. Or, save yourself heaps of time by reaching out to a micro influencer agency. They can identify and reach out to suitable influencers for your brand.

Due to their affordability, many brands choose to work with a network of micro influencers. Having many experts promoting your brand on social platforms will help to build proof and trust in your product.

Mistakes to Avoid When Working with Micro Influencers

Choosing the wrong influencer can harm your brand, so don't rush into any collaborations. You should clearly know your goals so that you can find a micro influencer that fits the bill. Before committing to anything, it's vital to determine if the influencer, your brand, and the content you’ll be producing all align.

Don't pay attention to only their follower count. If you want to see a good ROI, their followers should align with your target audience. Their reputation and credibility among their followers are what matters when launching a campaign that you hope will be well-received.

You'll be wasting your company's money if you invest in the wrong influencer. Poor engagement levels and underwhelming content are a couple of big warning signs. Remember that you're hoping to leverage the influencer’s relationship with their audience.

Carefully choosing the right partnerships on the right platforms can have an amazing impact on a brand. And be sure to track and monitor the results of your campaigns.

Influencers are Key to Achieving Your Marketing Goals

Hopefully, this article has answered your question, 'what is a micro influencer?' With their targeted audience and high engagement rates, these micro influencers are rapidly becoming the beating heart of marketing.

Get in touch and book a free consult with a digital marketing expert for more information about working with micro influencers.