The Benefit of using Micro-Influencers

In the world of influencer marketing, it’s normally broken down in to 3 main categories; Nano-influencers who will have between 1,000-2,000 followers, Micro-inflencers with between 3,000-100,000. Then there is Macro-influencers/celebrities who will have from 500,000- way into the millions. The good thing for influencers now is that having a smaller following can be much more profitable than you think, as brands are starting to see the power in using Micro-influencers. 

There are huge benefits with choosing to work with Micro-influencers instead of influencers with a larger following, not only are there followers far more engaged they provide exposure that audiences will trust more. They are a fraction of the price of bigger names and their following tends to be more dedicated to the influencer therefore it is a lower cost for a higher reward. The last thing you want as a brand is a disengaged audience, a lot of the time when celebrities are used it is apparent, they have never used the products. A great example of this is influencers such as the Kardashians promoting ‘Slim teas’ or other forms of ‘weight loss aids’, when we all know this is not how they got the bodies they have. 

Using this marketing technique means you are more likely to find an influencer that is a true fan of your brand, which means the content that’s created is going to be far more genuine than that created by a celebrity. Therefore, using smaller influencers can improve trustworthiness of your brand as audiences know they are not getting paid as much so they will give their true opinion. Whereas celebrities getting paid millions to promote products will likely have to give only positive reviews with the price tag being so high.  They are usually far more knowledgeable about their audience and know what gets the best feedback whether that be stories, reels or photos. As well as having more free time then celebrities, so they can reply to comments and spend time replying to their followers helping them be more engaged and feel listened too.

Personally, I believe using influences with less followers makes better marketing sense, audiences receive a more personal touch the reflects well on to the brand. As well as them being cheaper so brands can use far more influencers who represent their niche to get their message across to fans who are fully more engaged. We spoke previously about advertising losing its authenticity, with this platform it helps gain that trust back by using real people that represent their followers as usually bigger influencers promote an unrealistic beauty standard. But smaller influencers tend to focus on relatability and being as transparent as possible, this is how they achieve a small cult following.