When most people think about influencer marketing, they think about a brand partnering with a celebrity that has 100,000 - 1 million followers. What they don't realize is that there is a huge group of other social media influencers out there, called micro-influencers or "power-middle" influencers, that actually have a higher engagement rate than their celebrity counterparts.
What is a Micro-Influencer?
A micro-influencer (also called "power-middle" influencer) is an influencer who typically has 5,000 - 25,000 followers that are very engaged. These micro-influencers are actually all around you and greatly influence your buying decisions. Think about that one friend that you have on instagram, that consistently posts awesome content and receives many authentic likes and comments.
Benefits of using Micro-Influencers
1. Higher Engagement Rate – A study by Takumi found that Instagram influencers with less than 5,000 followers actually have over 5x the engagement rate of influencers with over 100,000 followers.
2. More Cost Effective – Influencers with over 100,000 followers are expecting much more compensation than micro-influencers, which means that you can get an army of micro-influencers posting about your product rather than 1 or 2 large influencers.
3. Better Targeting – Many times micro-influencers have a much more defined target audience. For example, if a micro-influencer is into organic/healthy food, there is a good chance that so are a majority of their followers. Most large influencers have a wide range followers with many different demographics and interests.
4. More Content – Instead of 1 or 2 large influencers posting once about you, you can get 50 - 100 micro-influencers posting about your brand. This gives you tons of content that you can repurpose for advertising & user-generated content campaigns.
Downsides of Micro-Influencer Campaigns
After working on many micro-influencer campaigns, the main downside is the amount of time that it takes to manage all the influencers. Luckily there are platforms like Statusphere that help you do this effectively. At Statusphere we do all the managing and vetting of the micro-influencers, and ensure that they complete their posts on time.
If you are interested in learning more about executing a micro-influencer marketing campaign, contact us to learn how we can help!