The latest updates surrounding influencer marketing is that this marketing strategy is going nowhere fast. In fact, it’s set to boom even more up until 2020, and who knows what the future holds from then on.
However, the change we are seeing nowadays is due to a buzzword which is worth taking note of. The buzzword in question is micro bloggers (or micro-influencers). So, what are they and what exactly is all the hype about?
Firstly, it’s worth understanding that influencers are becoming appreciated for creating outstanding content that brands get to be able to share. Get Blogged, who are specialists with working with both bloggers and brands, found that 51% of brands that have used influencers agree that their content is more effective than content created by the brand.
They say that by 2020, over 50% of ad content will be from outside sources. This is where influencers work well with brands, bringing a fresh perspective. They tend to be passionate about the brands they work with and all have a unique way of capturing content, along with sharing it.
They put their own name to the content, meaning care and precision usually taken.
The article on Get Blogged also states that while there is no strict definition of how someone specifically fits into the term ‘Micro Blogger‘, it is typically someone with a small but highly engaged following. So you’re looking at those with fewer than 20,000 followers on Instagram, or a few thousand on Facebook and Twitter.
Micro bloggers make up a massive portion of digital influencers out there. As the article nicely say, while their audience size may be modest, their influence certainly is not!
Here are 5 other reasons why micro-influencers are the key to influencer marketing success:
They can be more cost effective
You will find that micro-bloggers are highly cost-effective because their rates are significantly lower than those with 100,000+ followers. Macro-influencers (roughly speaking, the ones with 500k+ followers) tend to charge very high fees for branded collaborations, because they feel they have an instant, readily available large audience in which a brands content will reach.
Those with around 10,000-50,0000 have a smaller reach, but they tend to have time to interact with them all, meaning engagement percentage rates tend to be higher.
Another aspect to working with bloggers to consider is Link Building – the power of backlinks from the bloggers site to a brands website. The more of these you can build up naturally, the better. Micro-bloggers are often a lot more willing to share their favourite brands naturally, or include backlinks without hefty price tags attached.
They can produce exceptional content
If your influencer marketing goal is more focused on content creation, micro-influencers are your answer! Because they are looking to constantly grow and improve themselves, they tend to produce exceptional content in a bid to capture the interest of potential brands.
They also choose brands they genuinley love, and agree to create content with them, which tends to mainly be on a gifting basis and not a high cash one. This means they provide content with a lot of love and genuine interest behind. No pound signs to tailor this.
Whether it’s written, imagery, video or multimedia content that you’re after, seek smaller influencers to get the job done on budget, without compromising on quality.
Highly engaged, loyal audience
As I mentioned lightly above, micro-influencers have a highly engaged, loyal following, mostly because their audience is still growing. They will have a lot of followers who they know personally, in which the comments and likes are more genuine and from personal friends/networks.
What does this mean for brands looking to do marketing this way? It means that most content produced by micro bloggers on a platform whill have higher, stronger engagement. While an influencer may have 100,000 followers, their engagement rate is likely to be around 1%, which means only 1,000 out of 100,000 are actually engaged with their content. Meanwhile, a smaller influencer with 10,000 followers and an average engagement rate of 6% has an engaged community of 600 people.
The cost between the two can be outrageous considering you are only reaching an additional 400 engaged people!
They are authentic and personal
This is something I personally love about micro bloggers. What makes an audience more engaged with one influencer than another? It’s their tone, authenticity, personality, content aesthetic, topic niche, and most importantly, their ability to be personal with their audience. People tend to be drawn to people if they show some character and have the time to show their personality.
Micro-influencers cherish their growing community, and they are readily available to attend events, interact with followers, reply to comments, engage with their community and have a presence offline, as well as online. They attend the events they love, and work with brands they are passionate about as it doesn’t all come down to money.
Whereas with high-profile influencers, this is more of a ‘job’ to them. They have an in-demand, celebrity status which often prevents them from being as personal with their large audience (not many people have time to reply to 400 Instagram comments a day). They take jobs on due to the earnings, which might not mean it’s a brand they are super excited about.
They also might not put in as much extreme detail, because as mentioned above, it is ‘a job’ to many of them. So it’s part of their everyday tasks, rather than a special creative moment.
The other thing that makes micro-bloggers more personal is that their audience trusts them, which is more uncommon when it comes to macro-influencers who regularly work with a wide variety of brands, and are known to take on paid advertising projects.
They go above and beyond to impress
My absolute favourite thing about working with micro-influencers, and why I always will value them, is that they are typically great to work with. They tend to go above and beyond to satisfy and impress a client, doing more than is expected, as they are so grateful for the opportunity to work with a brand that values their work. They want to raise their profile, and more than ever, they want to brand to re-use their content so it can be shared.
As they are much more open and flexible, they are open to exploring out-of-the-box propositions. Don’t forget too that a lot of large scale influencers have managers and assistants now, but this way with smaller influencers you get to communicate directly to the influencer and build a meaningful relationship with them personally.
I’d say that overall, working with micro-bloggers is a great opportunity for small businesses. It allows them to work with the influencer marketing industry, without splashing out big money. Big brands have big budgets and can afford to work with anyone and everyone, so they often ignore smaller influencers.
For consumers, it means that anyone and everyone can play in the influencer marketing space, and there is potential to compete with your competitors no matter your budget or investment (in saying that, you get out what you put in).
Working with micro-bloggers will generally let your brands tap into a more niche audience, rather than a general, large audience merely made up of followers who follow ‘celebrities’ just because they know of them.
The audience of a micro-bloggers reflects a small tribe that is closely aligned with their passions and interests. It’s a great way to reach a certain location demographic, too.
In influencer marketing, the relevance of the influencer to the brand, product or service is key, and if they aren’t a good match, your campaign will almost always be unsuccessful.