Micro-Influencers: What are they and what is their value?
influencer marketing, gen z marketing, how to market to gen z and to utilize influencers,

By: Jude Abboud

Influencer marketing is an increasingly important tool for brands to connect with their target audiences and drive product sales. From TikTok to YouTube and beyond, influencers hold significant power over consumer behaviors and consumer trends in popular culture. 

 

Influencer marketing traditionally featured celebrity endorsements and mega influencer marketing like Taylor Swift, Alix Earle, Labron James, Monet Michelle, etc. But, amidst the sparkle and glamor of these groups there lies a new gem, micro influencers! In recent years, micro-influencers have emerged as a powerful force within the influencer marketing sphere. Unlike macro-influencers who boast massive followings, micro-influencers typically have a smaller but highly engaged audience within a specific niche. In this blog post, we will talk about the intricacies and benefits of utilizing micro-influencers in your marketing plan. 

 

What is the overall influencer marketing landscape?

The main objective behind influencer marketing is to collaborate with an influencer to leverage their reach and credibility, driving brand awareness and sales as a result.  

 

Here are 4 primary tiers of influencers:

  • Nano-influencer: 1,000 to 10,000 followers
  • Micro-influencer: 10,000 to 100,000 followers
  • Macro-influencer: 100,000 to 1 million followers 
  • Mega-influencer: Over 1 million followers

 

What sets Micro-Influencers Apart?

Authenticity 

These influencers are often seen as more authentic, relatable, and trustworthy by their followers.  Micro-influencers are more relatable to the average person, and as an influencer grows in follower count they often lose their relatability to their fans because of their vast wealth and inflated lifestyle. With Micro-Influencers, their followers perceive them as authentic individuals rather than celebrities or celebrity influencers, fostering a stronger sense of trust and connection. Micro-influencers also seem more like peers, and people trust and buy from recommendations from their peers. 

 

High Engagement Rates

Despite having a smaller following, micro-influencers tend to have higher engagement rates compared to macro-influencers. Why? At this stage, micro-influencers tend to have strong relationships with their followers. A smaller following allows the influencer to engage more (commenting and replying to every comment etc.), creating a deeper sense of community within that following. Moreover, a deep sense of community naturally breeds trust and credibility for the influencer. Trust is the key to high conversion rates, if an audience trusts an influencer they trust their opinion and product recommendations. 

 

Niche Audience/Topic

Micro-influencers often specialize in specific niches, even more so than macro-influencers. Think about a macro influencer with millions of followers, those followers most likely have a variety of different interests. Now think about a micro fitness influencer with 25,000 followers, all 25,000 followers have a strong interest in fitness. When brands work with micro influencers, it allows them to have access to niche communities and to have precise marketing campaigns. Whether it’s vegan food or sustainable fashion, micro-influencers have in-depth knowledge and credibility within their niche, making them invaluable for brands seeking to reach a targeted audience. 

 

Cost Value

Collaborating with micro-influencers can be more cost-effective for brands, as they typically charge lower fees than macro and mega-influencers. In the influencer world, the more followers and engagement you have the more you charge. Working with micro-influencers allows brands with limited budgets to execute impactful influencer campaigns without breaking the bank.

 

Willing to Work with Smaller Brands

As micro-influencers are generally at the early stages of their influencer career, they are often more open and enthusiastic about collaborating with smaller and lesser-known brands. Unlike macro-influencers who may prioritize partnerships with established brands or demand higher fees, micro-influencers are more flexible and willing to explore opportunities with emerging brands. This presents a valuable opportunity for smaller brands to leverage the influence of micro-influencers and gain exposure within their target audience.

 

Localized Brand Campaign

Given their smaller following, micro-influencers can have a more localized audience base. This is particularly beneficial for businesses with brick-and-mortar stores or those targeting specific geographic regions. By partnering with micro-influencers who have a strong presence within a particular locality or community, brands can execute highly targeted and localized marketing campaigns. Whether it’s promoting a store opening, driving foot traffic to a specific location, or raising awareness about a regional event, working with micro-influencers allows brands to connect with local audiences on a more intimate level, driving engagement within a target region.

 

In a world where authenticity reigns supreme, micro-influencers are proving to be an asset in the influencer landscape. With their niche expertise, authentic content, high engagement rates, openness to work with smaller brands, and local audience base, micro-influencers offer brands a unique opportunity to connect with their target audience on a more personal level. By leveraging the power of micro-influencers, brands can amplify their message, and drive tangible results in the world of influencer marketing.

Daphne Rothlisberger, Fractional CMO

As a Chief Marketing Officer, Daphne is a seasoned leader who has successfully navigated companies through various phases of growth and development for over 20 years. With her deep understanding of strategic planning and team dynamics, she has delivered transformative results that have reshaped organizations’ trajectories and improved their bottom lines. Having worked with top-tier agencies such as Leo Burnett and Arc Worldwide, Daphne has collaborated with several iconic brands, including Coca-Cola, McDonald’s, Intel, American Express, Allstate Insurance, Starbucks, and many more. She is passionate about driving business growth and specializes in overhauling organizations at their core by crafting comprehensive plans that optimize operations and set them up for long-term success. Her collaborative leadership and relentless pursuit of excellence make her impact enduring and profound. Above all, Daphne is dedicated to revolutionizing businesses’ digital marketing landscapes. She champions strategic innovations that amplify team productivity, elevate brand visibility, and integrate robust, strategy-driven methodologies to drive performance.