The Power of micro-influencers

Influencer marketing is not a new concept, but it has seen a dramatic shift towards micro-influencers in recently. Unlike macro influencers, who have millions of followers, micro-influencers have between 1,000 to 100,000 followers. Micro influencers think they cant land brand deals and brands think micro-influencers aren’t as…well…influential. News flash, if you’re a brand that isn’t working with micro-influencers, you’re taking an L. Here are just a few reasons you should change that for your new year marketing strategy.

Authenticity

Micro-influencers might not have the same reach as macro-influencers, but they have several advantages that impact their ability to influence their followers. Firstly, micro-influencers have an authentic and genuine relationship with their followers. This relationship is based on trust, which is built through their engaging content and interactions with their followers. As a result, their followers are more likely to take their recommendations seriously. Secondly, micro-influencers have a niche audience, which means they have a deeper understanding of their audience's interests and preferences. As a brand, you can leverage this knowledge and use micro-influencers to target specific demographics with your products or services.

Engagement Over Everything

TikTok is one of the most popular social media platforms right now, and it has played a significant role in promoting micro-influencers. TikTok's algorithm pushes content based on engagement rather than the number of followers, which means that even if a micro-influencer doesn't have a large following, it can still reach millions of people through viral content. This has leveled the playing field and made it easier for brands to work with micro-influencers who don't have a massive following but can still make an impact. Micro-influencers have a higher engagement rate than macro-influencers. This means that their followers are more likely to engage with their content, which translates into more visibility for your brand. Micro-influencers are also more likely to respond to comments and messages, which only adds to their authenticity and overall appeal.

Affordable Marketing

Another advantage of working with micro influencers is that they are more affordable than macro influencers. A micro influencer might be willing to work with you in exchange for products or a small fee, which is a more budget-friendly option for brands. Additionally, you can work with multiple micro influencers with different niches to promote your brand, which can have a significant impact on your overall visibility and sales.

Overall, their authentic and genuine relationship with their followers, niche audience, affordability, and higher engagement rate make them a more effective marketing strategy for brands. Moreover, TikTok has leveled the playing field, making it easier for micro influencers to reach millions of people through viral content. Brands who add a few micro influencers on their roster can reach a broader audience, improve visibility, and ultimately increase sales. So, it's time for brands to shift their focus towards micro influencers and take advantage of their potential.

P.S - Hear me out…

If you’re a micro influencer, focus on slow, authentic growth with high engagement. Not quick viral growth with little to no engagement. Just because you go viral a time or two, doesn’t mean people care about you. Brands want your audience to care about you so that your audience will also care about the brand in return.