The Rise of Micro Influencers and 5 Reasons to Work with Them

A new era of influencer marketing is upon us, and we recommend that you get on board.

When you hear someone mention a social media influencer, your thoughts likely go straight to the big shot names like @ChloeMorello and @TammyHembrow. These social media personalities post daily updates and sponsored posts with major brands, leaving you wishing that you could spend a day in their shoes. However, real “influence” often comes from people like @CharisPixie and @JemuelWong. They may not have as many followers as celebrities, public figures and other big-name personalities, but their influence can actually be greater.

These influencers are known as micro influencers. Whilst there isn’t a technical definition for the term, many classify them as individuals who have a follower range between 10K to 50K. This term has been popping up more and more and it is time to take this new wave of influencers seriously. Here are five reasons why:

1. Higher engagement levels

It’s time to glance past the follower counts and start looking at what really matters. We’re talking about engagement. Micro influencers have the highest engagement rates on Instagram with those who have between 0 and 25K followers averaging 7% engagement on their feeds. They are more likely to read and reply to comments as they dedicate more time to nourishing their already well-engaged community. These engagement rates far exceed the bigger names, so by investing in small influencers, brands are receiving more value for their dollar.

2. Greater conversion rates

There’s no doubt that consumers are more likely to buy from someone they know and trust. In fact, 82% of consumers said they are likely to purchase something recommended by a micro influencer compared to a traditional ad or celebrity endorsement. This is because micro influencers project authenticity and so by collaborating with them, you can expect higher conversion rates. Who doesn’t love some good WOM?

3. More value for money 

If you want to get more bang for your buck, then it is time to jump aboard the influencer marketing train. Micro influencers charge between $100 to $500 per post, compared to macro influencers and celebrities who charge anywhere from $5000 to $1+ million. Coupled with higher conversion rates, there is a clear winner. Take your pick!

4. Connected with niche markets

Micro influencers are specialised creators who have a stake in niche markets that may otherwise be impossible to reach. They’re passionate and knowledgeable about their particular interest area and have dedicated fan bases who look up to them as experts in their field. By working with micro influencers, you’ll more effectively reach your target audience, which is what we all want really.

5. Easier to work with

Brand collaborations are not as simple to coordinate as they may seem. Businesses looking to work with influencers yet retain high levels of flexibility should engage with micro influencers. They are often more adaptable and open to change, as well as being easier to communicate with since you are not having to go through multiple contacts and managers.  

A new era of influencer marketing is upon us, and we recommend that you get on board. Bring on the micro influencers!