Ever bought something recommended by an influencer? Well, since I have done it, you might as well, and if not, you must have thought of giving it a chance at least.
Be it your Instagram newsfeed or TikTok’s space, the moment you open the apps, two out of the four posts are of micro-influencers or celebrities endorsing a brand. This is how far the concept of influencer marketing has grown upto.
Brands and businesses are not limited to a generic social media marketing strategy only. There have been campaigns, outreach partnerships, and then influencers endorsing products and depicting them in a uniquely subtle way.
Maybe you are wondering right now, is it working well for the brands? Then my clear answer is a big Yes.
Let me take you deep into the exploration of the concept of working with a micro-influencer. Oh wait, you can build a refine social media presence using a credible social media management tool.
Micro Influencers: The Concept & Definition
Within influencer marketing, a micro influencer can be defined as an individual having between 1000-10,000 followers on social media. Generally, a micro influencer has following more than an ordinary man but lesser than a celebrity. These individuals have expertise in a particular area of interest and usually get massive engagement from their audiences.
For example, a fashion influencer does campaigns worth millions and take up hi-fi projects with a million followers online. Whereas, a fashion micro influencer who creates GRWM (Get Ready With Me) videos or gives daily styling tips is likely to gain a healthier and interactive engagement with just a thousand or even lesser followers.
@alixearle YAY Thursday .. sorry this was hectic #umiami #grwm ♬ original sound – alix earle
So, simply, brands can get micro-influencers on board and collaborate with them for running effective product marketing campaigns within the digital landscape.
Before I take you deep into it, let us have a quick comparison of influencers and micro-influencers.
Influencer Vs Micro Influencers
Ever since the digital landscape has evolved with Gen-Z approaches creating hilarious trends each day Newer ways of grabbing the attention of the target audience within a social media marketing strategy have got the limelight.
Similarly, brands have adopted the strategy to pay digital influencers and get their products marketed to their captured reach of millions of people.
Nike, being the king of sports and athletic wear worldwide, deserves all the praise for getting up exceptional examples of brand endorsements by the namesakes in the world of sports.
The brand has rolled out the highest-paid brand marketing campaigns by collaborating with celebrities and influencers like Naomi Osaka and Serena Williams. Their following on social media has got them an edge over other influencers.
@nike Your Nike guide to #LasVegas for WNBA #AllStar ♬ TEENXDESTROYLONELYOPIUMRICKOWENS prod. Iatvanum – BRAVO_ONE_TWO
And, when it comes to collaborating with micro-influencers, the brand has featured its own ‘Nike Influencer Program’, which showcases the brand’s focus on influencer marketing. It has collaborated with renowned sports influencers such as Aryna Sabalenka a Belarusian professional tennis player based in Miami, Florida, and Tara A Nicolas an actress, global trainer for Nike, and a meditation and reiki coach.
These individuals do not have a huge chunk of the audience interacting with them. However, these top micro influencers win with an interactive audience instead of a pool of dead followers lying in there.
So, if I sum up this, it is simple to say that micro-influencers have got a moderate set of backing, and as they create appealing content that resonates with their audience, they get a better response and are capable of adding great value to brand awareness and profits of a business.
According to a survey by Hubspot, over 82% of consumers have said that they were likely to buy products recommended by a micro influencer. So, safe to say, it proves to be an incredible technique for business benefits.
Benefits of Working With a Micro Influencer
Well now that you are well aware of what is within the concept of a micro-influencer, let me give you some convincing reasons highlighting the benefits of why you must find creative micro influencers.
Micro Influencers Are Budget Friendly
If you are a small business, you may find collaborating with big influencers quite hard in your pocket. But does that mean you need to drop the collaboration? Well, no.
Explore the world of micro-influencers and get on board the one that resonates with your niche of business. They are more affordable, and will not ask you to barter your life. And if the partnership goes in sync, they might offer you a long-term collaboration on a PR basis – your product and their content, with no money involved.
Micro-Influencers Are Creative
If you ask me to define micro-influencers in a single word, I would say ‘personalization or customization.’
Since they have a smaller audience, they are well aware of the needs and interests of the audience. Hence, they know how to market a product to their audience, what to say, and what not. They have their own set of social media content ideas that they pour their heart out in, to come all unique and impactful.
So, with a micro-influencer, all you need to do is to give them creative freedom and let them create content around your product in their own style. Not only it will be an ideal opportunity for your products to stand out but you will also appear versatile in terms of content.
Micro-Influencers Gain Better Engagement
Simple to say, the lesser the number of the audience, the higher the engagement rate. According to the influencer marketing statistics by Tech Jury, top micro influencers are capable of receiving an average engagement rate of 6%, which by all means, is greater than the engagement received by mega and macro influencers.
Moreover, micro-influencers establish a better connection with their audience as they invest in conversing with them individually. So, a total win-win situation is what awaits you if you aim to partner with a micro-influencer.
Micro-Influencer Have Specific Niches
Honestly, I consider micro-influencers sweet and simple. You must be wondering why.
Pay critical attention and you will see that these influencers have a specific niche to follow. You will not see them going here and there, directionless. They talk about a few things only that depict their true interests and create a credible and impactful presence among their audience.
For example, a micro-influencer who talks quite a lot about food and health can surely endorse food brands and give health tips – and you will find the audience trusting their recommendation and buying the products they have suggested.
So, less cluttered and more focused digital branding via a micro-influencer is what brings in an ideal scenario for businesses and brands trying to attract the masses.
Related Article: 26 Winning Social Media Content Ideas for Businesses in 2023
Popular Micro Influencers to Consider Working With
Wondering who are a few popular names in the landscape of micro-influencers? Worry not, here I am putting up some great micro influencers doing the business well and generating commendable profit.
First on the list is Lauren Caruso, a fashion micro-influencer based in New York. Besides being an expert within the publishing industry and having a decade of experience in contributing to fashion in the publications: Harper’s Bazaar, Allure, Byrdie, Coveteur, CNN Underscored, and Verizon’s In The Know, she has created a massive impact with her bold and daring fashion statements.
With a good number of 59.8K followers, she has managed to collaborate with first-class brands such as Burberry, COS, Club Monaco, Levi’s, and a lot more. Hence, she is a number one recommendation when it comes to fashion micro-influencers.
My pick of a fitness micro-influencer is none other than Nick Longo, a chiropractor, personal trainer, and strength coach. His Instagram presence depicts his interest in fitness, powerlifting, and nutrition.
Through 18K followers on Instagram and a YouTube channel, Nick has managed to climb to the top of the list of some empowering fitness micro-influencers, talking about fitness, traveling, nutrition, and powerlifting.
Other micro influencers include Krista Aasen, an interior designer, and a DIY, home, lifestyle, and decor blogger. On her blog titled ‘The Happy Housie’, she talks about her projects including house makeovers, creating decors, and printables. In addition, she even owns a book named ‘Creative Wood Letters’ under her name.
The book contains ingenious methods to create beautifully decorated letters using diverse materials like maps, book pages, photos, paper flowers, and other artsy elements. Hence, her social presence is a plethora of inspirational ideas to revamp your surroundings.
Think about beauty micro-influencers and I will give you the name, Lesley Marie. She is a New York-based blogger and video content creator. Her niche includes makeup, fashion, hair, nail care, and personal vlogs.
With a whopping number of 74K followers, she is a maestro micro influencer showcasing her art and craft using the products of known makeup brands, Elf Cosmetics, Bebella Cosmetics, Laura Geller Beauty Cosmetics, and much more.
Talking about travel micro-influencers, Sofia Krarad is my favorite among a few. Sofia is a flight attendant turned travel influencer. Her Instagram presence is nothing else than a dream. She creates content featuring her once-in-a-lifetime adventures around the world.
Having a good load of 49.1K followers, she has managed to successfully collaborate with numerous tourism restaurants and companies in Saudi Arabia.
Last, but not the least, Nick Neves is another popular micro-influencer when it comes to food. Known as Dad Beets on Instagram, he describes himself as a maestro in experimenting with authentic home-cooked meals. He proved himself to be the best in the category of food and meals by winning the SAVEUR blogs awards winners for Best Food Instagram.
With a huge audience of 58.3K followers, he inspires a gazillion people to think about food in an unconventional manner every other day.
Lastly, a pick from tech micro-influencers is Rocco Zaccoro, a tech influencer and video content manager for iSpazio, the first blog in Italy dedicated to the Apple World. For an audience of around 12.8K, he creates reviews and descriptions of Apple devices, gadgets, and accessories.
What Is the Average Earning of Micro-Influencers
If we see deeply into it, it is quite evident that the influencer marketing industry is new and eventually a growing one. Hence, it is unlikely to give a standard number predicting the average earning of micro-influencers. The universal one-size-fits-all pricing rule simply does not align here.
So, what do the micro-influencers earn?
The profit or rates for a micro-influencer collaboration depends on numerous factors such as the number of followers, engagement rates, the length of the agreement, and the content type you are looking for, to market your product in the best possible manner. The brand endorsement duration also plays a significant role in setting up a deal for the collaboration. For example, a simple static post featuring your brand/product might cost you less as compared to a product review or Instagram reel.
Generally, a baseline rate set by the marketers is $100-$300 per 10K followers rule as a starter. However, it is surely an implication that micro-influencers should be fairly compensated for their hard work as much as it is done for celebrities and macro or mega influencers.
More, you can check out how micro-influencers set rates for their gigs within a survey report by Later.
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7 Brands Collaborating With Micro Influencers Successfully
One by one, you have been taken through all the important aspects of micro-influencing. Now, how about we take some inspiration from brands for micro influencers who are endorsing themselves in the best possible manner via micro-influencer partnerships.
Mejuri is one of the prominent brands that have garnered tremendous limelight through brand building by micro-influencers. Initially, this jewelry brand used to run an affiliate marketing program where they used to send products to micro and nano influencers for free and get promoted by them.
Since then, the brand has seen massive growth with a few of its products still seen in sponsored content by influencers.
Lacroix Sparkling Water
Another brand that goes in favor of micro-influencing and speaks volumes about its potential is Lacroix sparkling water. The brand gets its products promoted on Instagram by searching for relevant micro-influencers and collaborating with them.
Its best technique is targeting a lower-set of the audience while choosing the micro influencer to maintain a sense of realness and credibility while promoting the brand.
Hashtags such as ‘LiveLaCroix’ are used within the posts where individuals endorse the products of this brand and provide more visibility to the content to be noticed by the masses.
The next pick from the list of best brands using micro-influencers like a pro includes the name of Subaru, a popular carmaker. The company opened its arms to around 20 influencers who posted several content pieces of the vehicles created by the brand and receive a decent engagement.
The brand’s ideology of supporting lifestyles was critically showcased by the influencers allowing Subaru to get eminent recognition within the profiles of Gen-Z audiences.View this post on Instagram
Target is one of those brands that grabbed the opportunity of showcasing their products and services through the lens of micro-influencers and celebrities. It wholeheartedly welcomes the content created by influencers and content creators. Hashtags like #TaregtStyle allow the brand to feature more and more user-generated content on its website and social media channels and attract a good set of audience. However, the brand also has a Partner Program that draws the attention of micro influencers quite a lot and rewards them with an 8 percent of commission whenever they post about the products of Target.
Here is an example of user-generated content for Target.View this post on Instagram
While introducing its Audible service and in order to attract more people towards it, Amazon went all unique this time by partnering with photographer Jesse Driftword. Endorsing the brand, Drift told his audience about how he uses Audible to listen to business management and productivity books.
This approach helped Amazon attract potential leads through the conceptualization of self-learning by Drift while promoting the launch.
Canon has established an extensive group of brand ambassadors and has set its sights on engaging the upcoming generation of photographers through its college ambassador program. As part of this initiative, students create TikTok content that revolves around Canon products, serving as promotional material tailored to a TikTok audience. In return for their efforts, student ambassadors receive compensation and complimentary Canon merchandise. This mutually beneficial arrangement allows Canon to establish a stronger connection with a younger demographic, making it a win-win situation for both Canon and the student ambassadors.
Lastly, HelloFresh has grabbed new markets by spreading the word about its products through micro-influencers. For example, the company initiated a ReFresh Campaign with around 15 influencers on board to cherish and experience the joy of cooking with fresh ingredients in hand. Not only this, but the company also promises to offer a 10 percent commission in case of getting ample orders.
Related Article: Instagram Reels vs TikTok – The Battle for Videos Supremacy 2023
Micro Influencers Are Here to Stay
Summing up the discussion, it is safe to say that while the future of influencer marketing remains dynamic and unpredictable, one thing is clear: micro influencers are here to stay. Their impact is far-reaching, and their contributions to the digital marketing ecosystem continue to grow. As technology advances and social media platforms evolve, micro-influencers will likely play an even more significant role in shaping consumer behavior, forging connections between brands and their target audiences, and propelling businesses toward greater success in the ever-evolving digital age.
Hence, an ideal way to boost your overall social media marketing strategy is to invest in this concept and get on board some cool micro influencers depicting the best of your brand through their artsy craft and personalized content creation.
Frequently Asked Questions
1. Are micro influencers effective for all types of brands and products?
2. How do brands identify the right micro influencers to collaborate with?
3. Do micro influencers only work with brands for monetary compensation?
4. Can micro-influencers help businesses with local or regional marketing efforts?
5. How can brands measure the success of micro-influencer campaigns?