Why become a micro-influencer?
According to the direction that social networks are taking, the number of people who will buy products by the influence of some celebrity, whether it is more or less known, will be increasing.
In Instagram, there are profiles of babies and even animals already making advertisements of various products.
In this article we will cover everything you need to know about how to be a micro-influencer and brands that are using the concept successfully, as well as show you how you can connect with these profiles to promote your brand.
See the profile of Doug, The Pug (@itsdougthepug), an excellent example of digital influencer who uses lots of humor to generate lots of sales and engagement. Doug’s profile has more than 2 million followers and he has developed a relationship with world-famous celebrities (yes, he has photos of him with Justin Bieber).
He also promotes much smaller brands that benefit from this opportunity to have their products Seen by a large audience. The profile also has an online store with several types of goods.
In the photo, Doug is using a funny way to promote the brand of the mug he is “holding”.
Doug, The Pug is an example of a big influencer, but the work of micro-influencer is already being spread in social media. It’s the same concept as an influencer but on a smaller scale.
The micro-influencer is a known social media user who is not exactly a celebrity, an expert, or a public figure. It is a user who works or specializes in a particular strand and shares content about their interests.
Unlike traditional “influencers,” the micro-influencer has a smaller number of followers but has a super-engaged audience. Thus, a micro-influencer receives an excellent average of engagement compared to the number of followers it possesses.
The importance of a micro-influencer:
Why would anyone pay a person who has fewer followers than many influencers to promote a brand? According to surveys, as the number of the influencer’s followers grows, the engagement they receive in posts decreases.
See some data below:
Instagram users with less than 1,000 followers generate likes for 8% of the time;
Users with 1,000 to 10,000 followers get likes on an average of 4% of the time;
Users with 10,000 to 100,000 followers achieved likes rate of 2.4%;
Users with 1 to 10 million followers get likes just 1.7% of the time.
It is recommended for brands to look for a micro-influencer with a number of followers between 1,000 and 10,000. With micro-influencers, brands can achieve higher engagement rates among a large enough audience.
They have more targeted follower bases than influencers with the highest number of followers (hundreds of thousands and millions).
If a clothing brand partners with a celebrity that has millions of followers on Instagram, a large portion of them may not be interested in fashion. However, if the brand is associated with, for example, 50 fashion micro-influencers with 1,000 followers each, it would be able to connect to a smaller but much more segmented and engaged audience.
Micro-influencers are affordable:
Micro-influencers are more accessible than celebrities or profiles with millions of followers. Some celebrities even charge more than $ 20,000 for a single post on Instagram. However, about 90% of micro-influencers on Instagram charge less than $ 1,000 to close a bundle of posts.
Brands often work with more than one micro-influencer to optimize the reach of their campaigns and yet end up paying less than partnering with just one celebrity/influencer.
For micro-influencers with fewer followers, brands can even make payments with free products. The brand, Cia. Marítima (@ciamaritimabeachwear), for example, signs partnerships providing clothing kits and accessories for some of them.
Micro-influencers are real people, like people who live life in a more “traditional” way, so to speak. Instagram users with a few thousand followers are likely to post their content, respond to comments, and behave more authentically than a brand or celebrity that has a social media manager, for example.
If a micro-influencer posts a post on Instagram, their followers may be more inclined to click to learn more about the brand they are promoting.
It is worth remembering that, according to Instagram algorithms, profile posts that the user follows and interacts with appear first in the feed. Also, a content of authentic quality is prioritized.
The strategic use of micro-influencers is gaining prominence and strength mainly in Instagram.
The platform, because it is so visual, optimizes this type of marketing.
It’ wrong to say that micro-influencer marketing cannot be done on other social media platforms, but the way Instagram works helps users find and interact with a micro-influencer content more easily.
If your brand is present on Instagram and you are committed to getting followers who are part of your audience and to increase the engagement they have with your brand, consider starting a marketing job with micro-influencers.