Partnering with different influencers for an influencer marketing campaign has been one of the critical moves some brands have done over the years for their marketing efforts. As the fastest-growing channel for acquiring customers online, influencer marketing is expected to be worth $16.4 billion by the end of 2022.
There are different influencers a brand can choose to work with: mega, macro, micro, and nano. Mega influencers have the highest reach amongst all of them but have the lowest engagement rate as well. The rest are mid and low-tier influencers that have a high engagement rate at a reasonable cost. These nano and micro-influencers have strong credibility from their followers and are building their own community as well. While some companies are already familiar with working with big industry names or high-profile celebrities for their influencer marketing strategy, why should you go the other way and focus on partnering with micro-influencers?
Micro-influencers have around 2,000 to 10,000 genuine followers that can generate engagement and cover a wide range of niches. These influencers can execute creative and quality marketing campaigns even without a million followers. Here are some benefits of choosing to build a partnership with micro-influencers:
Creative and authentic
Over the years, consumers diverted their attention from traditional brand advertising to looking for content marketing that shows passion and sincerity. Micro-influencers are a great marketing asset for they can create content even from scratch. Regardless of the content type your brand might require for a specific campaign, these influencers are able to deliver your brand’s message in a creative way.
Micro-influencers also have an authentic relationship with their community that we can credit for their content creation as well. Influencers, especially if you’re focusing on a niche, know what type of content in whatever context is best for your target audience. Like our example below, she was able to create content for a skincare brand that her followers can connect with.
Micro-influencers are able to create genuine content that almost always leads to a successful conversion.
Higher engagement rate
Regardless of your goal for your influencer marketing campaign, whether it be to increase sales or boost brand awareness, working with micro-influencers can help you do so. Mid to low-tier influencers with around 1,000 to 50,000 followers have higher engagement rates than any other type of influencers. Why? Because apart from the fact that they are still growing through generic efforts, they also have a strong relationship with their followers.
Micro-influencers provide an opportunity for their followers to communicate with them. They are able to respond in a quick and personal way that enables their followers to trust them. This trust is what your influencer marketing campaign will leverage. It’s easier for engagements, clicks, and comments to turn into actionable metrics.
Cost-effective
Although bigger and well-established brands tend to partner with big names, working with micro-influencers typically costs less. Though the rates differ depending on a variety of factors, these influencers charge at a very reasonable cost. This is especially beneficial for smaller brands, SMEs, and solo entrepreneurs who want to extend their marketing efforts by partnering with influencers. Working with relevant micro-influencers is financially viable apart from the fact that these are worthy ventures considering that you’re paying for genuine, creative content and quite probably the highest engagement rate you can get.
Final thoughts
Bigger isn’t always better. You can choose to work with high-tier influencers with low engagement rates at a very costly price or you can choose to work with micro-influencers to achieve your business goals at a reasonable cost. Identifying the right influencers for your brand allows your story and message to be authentically told in a way that your target audience can and will connect with.