Less is More: Why Micro-influencers Should Be Apart of Your Social Media Strategy
Did you know 82% of consumers are “highly likely” to follow a recommendation made by a micro–influencer?
Think about that.
Followers, until recently, were the main metric considered when determining an influencers value. The more followers you had, the more influence you had. Enter the micro-influencer.
Micro-influencer [noun] : Everyday consumers from the general public who have about 500 – 5,000 highly engaged followers around a relevant topic; i.e. foodies, hard-core gym bros, lifestyle fashionistas, etc.
In 2018, this group of folks will have a huge impact on brands for three main reasons:
1) Micro-influencers create killer content for a small transaction.
Micro-influencers don’t quite have as much recognition as the big players, but they create strong content that can easily be repurposed by brands. They have strong photography/videography skills, catchy copy and know how to engage their audience. Brands get some serious ROI – content engagement is high and budget spend is low.
2) Micro-influencers have loyal followings built on trust.
70% of consumers consult social media before making buying decisions. This group has worked hard to establish relationships and ultimate trust with their followers through their authentic experiences. This is gold. The best part is, when a micro-influencer is ready and willing to share a brand story or experience, their followers listen. The recommendation of a micro-influencer feels real, and it is – shaping followers opinions and buying decisions like those of a close friend.
3) Micro-influencers get higher engagement than you. And that’s OK.
Users with about 1K – 4K followers currently receive an average engagement rate of about 4.5%. That’s pretty darn high. After the 4K mark and moving toward the 10K mark, that number drops dramatically. More followers does not equal more engagement. Bigger brands may have the budget and bandwidth to reach more people, but they are having a hard time finding those that truly care.
Need a little more help finding micro-influencers to partner with? We’ve got your back. Reach out to our tribe to start building your new influencer strategy and reach your 2018 social goals.