In this digital era, marketing is changing, and new strategies are being adopted to ensure better engagement and higher conversion. One of the best-known methods is influencer marketing.
But have you considered what micro-influencing is and how effective it is?
This post will explore what micro-influencers are, the benefits, and what the future holds for them.
What are Micro-Influencers?
Micro-influencers are people with between 1,000 to 1,000,000 followers and are experts in their specific niches. They could be an interior designer, a fitness coach, a fashion designer, or a motherhood blogger.
These individuals delve deeper into their topics and connect personally and more profoundly with their followers. As a result, their audiences are likely to trust them more than a celebrity influencer who posts products or services on their feed.
Smaller, niche-focused experts also tend to have better engagements. The reason is obvious – the more followers, the harder it is to interact with them, comment, like, or answer their questions. The hands-on and personal interaction of micro-influencers enhances the bond with the audience.
Micro-influencers are closer to their followers, unlike celebrity influencers. The audience sees them as their peers who understand their pain points and are best positioned to give an honest opinion regarding the best products to solve the problem. They won’t see this as an ad, where the influencer is paid to market a commodity, get their share, and leave the followers’ problems unhandled.
So, when you engage an Instagram influencer with 10,000 followers, the social proof is there, and your sales are more likely to show steady growth.
Are Micro-Influencers Effective?
Yes, micro-influencers are effective, and here are some of the significant benefits of adopting this strategy.
Perfect for Brand Awareness
If you want to reach as many people as possible and grow progressively using multiple channels, micro-influencers will be the best approach.
You can afford to have your products exposed to the target audience repeatedly. This makes people aware of your product, and as sales increase, you can build up your influencer strategies.
Celebrity influencers are pretty costly, and sometimes, what you pay one celebrity for a single post on Instagram, could be enough to pay 10 micro-influencers.
If your budget is small or you are new to influencer marketing, micro-influencers would be the ideal place to start. Besides that, they are more cost-effective and give a higher return on investment.
Authentic and Personal Engagements
Micro-influencers with small, focused audiences are more authentic and develop deeper connections with their followers. They can address their concerns, answer their questions and consistently interact with them. This trust makes it easy for people to follow the recommendations given by the influencer.
Macro-influencers are viewed differently. They endorse a product because of the pay but do not necessarily use it, reducing authenticity and affecting sales.
Get Higher Value Sooner
Most micro-influencers are just trying to make a name for themselves and increase their followers. They are more available, and you can easily reach them, brainstorm, and have your products on their feeds sooner.
They also create high-value content ranging from videos, infographics, and regular posts. Since they want to retain the client who has found value in them, they will go far beyond to impress.
Ultimately, there are better conversions and high ROI.
Niche Audiences Are Good for Business
A micro-influencer’s following is a small group that shares their values, interests, passion, and other demographics. This is important as the relevance of the influencer affects the effectiveness of the strategy.
For example, an Instagram influencer who is a food blogger is more relevant in marketing a new food appliance than a celebrity influencer who knows little about food products. With micro-influencers in your niche, your online marketing campaign is likely to thrive.
Tap Into a Loyal Audience
When you incorporate micro-influencers as part of your long-term marketing strategy, it can help increase conversions and business growth.
Coupled with the fact that they are more affordable and create great content, you can be sure of better business opportunities, especially when you have the right products. Users also trust them, and they’re more hands-on and can demonstrate how a product works.
What Does the Future Hold for Micro- and Macro-Influencers?
With the value that micro-influencers bring to the industry, how does the future look for them?
As more brands work with micro-influencers, you can expect more of them to be utilized in marketing. For them, the goal is to maintain a loyal following, more engagements, and consistently create high-quality content.
Stricter Policies and Regulations
Federal Trade Commission (FTC) regulations require influencers to disclose whether they’re getting paid or sponsored by brands to prevent inauthenticity. These regulations will get stricter and more people will lean towards micro-influencers who are more authentic and personal.
More Influencer Networks
Influencer marketing is growing tremendously, especially on social media. This type of marketing is a way for brands to find the most relevant influencer that shares similar values, passions, and interests. Plus, a long-term collaboration can yield more sales and business exposure.
In-House Influencer Marketing
More companies are seeing the value associated with influencer marketing. They are leveraging their in-house team to be their brand ambassadors. Besides being more affordable, the in-house team has a deeper understanding of the product and can address all questions efficiently and on time.
Ready to Learn More?
Follow Zero Gravity Marketing’s blog to learn everything you need to know about micro-influencers, digital marketing, and what should go into your business’s digital footprint! You can also contact us regarding influencer marketing services.