3 Reasons Why You Should Work With Micro-Influencers

By AJ Cartas, CEO & Founder of RaiseFluence

Bigger isn’t always better when it comes to influencer marketing. Social media accounts with millions of followers help brands increase awareness, but if the influencer doesn’t align with the brand, majority of their followers won’t pay attention and scroll past it.

Kylie Jenner has 106 million followers, but that doesn’t mean every brand should work with her. And frankly, it wouldn’t surprise me if her and her team would be picky with brands they work with because she also has to safeguard her own brand.

Numerous marketers make the mistake of using follower count as the determining factor to work with an influencer. They should start with their campaign objective for a number of reasons but the main reason is there are different influencer marketing strategies for desired outcomes. If the brand is trying to generate sales then working with an influencer with the most followers won’t achieve their campaign goals as expected. In this scenario, brands trying to increase their sales should use a more targeted marketing influencer strategy such as micro-influencers.

 Barack Obama through a magnifying glass courtesy of  Wikimedia Commons .

Barack Obama through a magnifying glass courtesy of Wikimedia Commons.

What’s a micro-influencer?

Influencer marketing has been one of the most popular and controversial forms of marketing to drive sales, acquire customers, and generate brand awareness amongst a niche customer segment. “Influencer marketing” has increased 325% in searches in Google search. Many have focused on influencers who have hundreds of thousands of followers, but there are also influencers who are just as effective, if not more effective and cost a fraction of the price.

At RaiseFluence, we define micro-influencers as influencers who have a following between 10,000 to 100,000 followers. We have a network of nearly 10,000 micro-influencers and they’re the type of people to make quality content with very engaging followers.

Here are three reasons why you should work with micro-influencers.

#1: Micro-influencers have higher engagement rates

According to this chart from Markerly, the engagement rate of influencers gradually decline as more people follow them. Think of a new product that comes out. The people that buy new products are called early-adopters. They like the latest and greatest things for many reasons, but for the sake of this example, there’s always going to be a newer/better product, which means there’s always going to be an early-adopter threshold for new products. That threshold is between the early-adopters and early-majority, as Malcolm Gladwell explains in Crossing the Chasm.

Here are more quick facts about micro-influencers:

  • Instagram users with fewer than 1,000 followers generated likes 8% of the time
  • Users with 1,000-10,000 followers earned likes at a 4% rate
  • Users with 10,000-100,000 followers achieved a 2.4% like rate
  • Users with 1-10 million followers earned likes only 1.7% of the time

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#2: Micro-influencers have a stronger niche-specific followers

People follow influencers because of their content. A travel influencer posts content about their travels focused on breathtaking scenery so we already know that their followers are interested in travel. It would make more sense for an airline to partner with a travel influencer than it is to partner with Demi Lovato. Yes, she may reach more, but the majority may not even care. Think mass media (e.g. commercials, newspaper, and radio, etc.). Instead of spending hundreds and thousands of dollars, you can get a higher ROI by working with 100 travel micro-influencers.

According to Experticity, 82% of customers are more likely to take action on recommendations from micro-influencers.

#3: Micro-influencers are more affordable

RaiseFluence has managed multiple campaigns, we always find that working with micro-influencers is more affordable for brands, especially for those with a tighter budget. Some influencers who have millions of followers can charge up to $250,000! Imagine all the micro-influencers you could work with with that budget. For micro-influencers, they can range from $50-$1,000.

84% of micro-influencers charge less than $250 for an Instagram post and 97% of micro-influencers charge less than $500. Sometimes, you don’t even need to pay micro-influencers. You could just send them a product of yours for free.

Remember, micro-influencers are people too and you should treat them as content creators, not just sales channels. Establishing a positive relationship with micro-influencers will set your brand up for success. You never know who’s going to be the next Shawn Mendes, Bretman Rock, or Jade Chynoweth.

Aj Cartas