It’s not necessarily true that more is better when it comes to social media influencers.
However, ever since the concept of influencer marketing blew up on Instagram, businesses and advertising agencies have been vying to invest heavily on social media stars with large audiences. Over a billion dollars will be spent by marketers to collaborate with influencers on Instagram by the end of this year.
However, not everyone can afford to sell themselves through Instagram influencers.
Because it’s so successful, influencer marketing has exploded in popularity, being used by businesses of all sizes and in sectors as diverse as fashion, leisure, travel, startups, and B2B. A recent survey found that influencer marketing is more successful and increasing faster than organic search and email marketing.
However, many businesses, especially startups, struggle because they have trouble getting in touch with influential people. However, not many companies can afford to pay upwards of $60,000 for a single Instagram post.
The good news is that’micro-influencers’ are drawing in significantly greater engagement and conversion rates than highly influential people, according to recent research. In this article, we’ll discuss how you may get the most of your advertising dollars by partnering with micro-influencers.
Micro-Influencer: What Is It?
Micro-influencers are content providers on social media that have a relatively modest but loyal fan base, usually numbering between one thousand and one hundred thousand people. People that find success on Instagram usually do it by focusing on a visually appealing topic, including cooking, fashion, consumer goods, or travel.
Instagram’s hashtags, content, and influencer discovery capabilities make it simple for influencers and their audiences to interact around certain niches.
Here are five examples of why your company should collaborate with Instagram micro-influencers:
Their audiences are more exclusive.
It might be difficult to please everyone when you have millions of followers with varying interests. Micro-influencers publish articles about subjects that truly interest them. They devote a great deal of effort to developing their brand and refining their content in order to attract an audience that shares their enthusiasm for whatever niche they’ve chosen, whether it cuisine, fitness, or photography.
Working with content creators who have a dedicated but tiny fan base may help marketers get their names and products in front of consumers who are truly interested in them.
They have greater weight and authenticity, for one.
Micro-influencers are average individuals who put more of themselves into their online personas, making what they have to say more credible. Instead of just tagging a business for a product placement, like some mega-influencers do, they put in hours of work to create the ideal Instagram post by carefully arranging the photo, selecting the appropriate filter, crafting the ideal message, and incorporating the most relevant hashtags.
According to Kyla Brennan, CEO of influencer firm HelloSociety, “Influencer marketing is still effective when they’re looked at as peers.” Small-time influencers are trustworthy because they treat their fans like friends.
They are not trying to be elusive.
Micro-influencers can be thought of as having “come up from the ground up.” They don’t have millions of fans, so they had to build it up gradually through personal interactions. By responding to comments, they offer their followers their whole focus and express their gratitude. Supporters are frequently rewarded with freebies and discount vouchers for use on the company’s website. Most importantly, they consistently deliver the kind of material they know will connect with their audience.
When compared to famous influencers, their prices are far lower.
A company that is just getting started on Instagram probably doesn’t have thousands of dollars to throw around on a few sponsorships. On the other hand, micro-influencers are more likely to be interested in collaborating with smaller companies.
In addition to being more efficient, micro-influencers also save you money.
They increase interaction and lead to more sales.
Regular engagement with their followers is a key factor in the success of many lesser-known influencers in attracting and retaining an audience. Experticity found that micro-influencers participate in 22.2% more chats than average users. They’re not just talking to the appropriate people, but they’re talking to a lot more of them.
You like micro-influencers, right?
Working with lesser-known influencers is a terrific, low-cost, and low-risk method to try out your brand and product in front of a small and targeted audience, but influencer marketing isn’t for every business. You can rapidly learn if this is a scalable approach for you by testing out a few different influencers that are a good fit for your business.