How Micro-Influencers Drive Engagement

October 5, 2017

In last week’s post, we described the basics of influencer marketing. Delve a little deeper, and you’ll inevitably come across the term, “micro-influencer.” Here’s a breakdown of what this term means, and how micro-influencers drive engagement.

The exact numbers vary, depending on who you’re talking to, but “micro-influencers” are generally defined as social media influencers with a following of 10,000-100,000. Unlike social celebrities like Kim Kardashian, for example, these smaller-scale influencers have a following that almost always shares the same interests that the influencer has: and that’s an important distinction.

How Micro-Influencers Drive Engagement

Benefits of Micro-Influencer Marketing

Micro-influencer marketing offers several benefits over traditional advertising and even celebrity influencer marketing:

  • Micro-influencers are more affordable to collaborate with
  • Micro-influencers are easier to reach directly
  • Micro-influencers boast a more targeted and trusting audience
  • Micro-influencers are perceived as trustworthy peers by their followers
  • Micro-influencers drive far more engagement than celebrity influencers

How Micro-Influencers Drive Engagement

Many brands make the mistake of thinking more followers=more engagement, but that isn’t the case. Consider this:

  • After about 10,000 followers, the rate of engagement on Instagram starts to drop
  • Micro-influencers receive 4x more engagement on Instagram than social celebrities
  • A whopping 92 percent of consumers report trusting brand recommendations from their favorite influencer more than celebrity endorsements

92 percent of consumers trust recommendations from their favorite influencer Click To Tweet

The reasons for these stats make sense. If a dog toy brand, for example, collaborates with a dog-loving celebrity with over a million followers, it can reach a huge audience. However, 90 percent of those celebrity followers may not be dog-lovers themselves. It would be far more effective for this dog toy brand to collaborate with 20 or more popular dog trainers and dog walkers, whose followers are actually dog-lovers and owners themselves.

 

Micro-influencer marketing is a hot trend in 2017 for a reason. There is simply no match for their authenticity, and their small – but significant – band of loyal followers. If it’s social media engagement and reach that a brand is looking for, collaborating with micro-influencers is the way to go.

Jessica

Contributor

Want to learn more about our Social Media Management Services?

Whether you're tired of managing all your business's social media accounts, want to improve your brand awareness, or don't even know where to start, we can assist you! Learn more about how we can help your business succeed.

Kona Office
75-5737 Kuakini Hwy, Suite 103
Kailua-Kona, HI 96740

Phone: (808) 626-5227

Bellingham Office
336 36th Street #131
Bellingham, WA 98225

Kona Office
75-5737 Kuakini Hwy, Suite 103
Kailua-Kona, HI 96740

Bellingham Office
336 36th Street #131
Bellingham, WA 98225

Phone: (808) 626-5227

Heap | Mobile and Web Analytics

Enjoying this article?

Join our email list to receive the latest news and tips about internet marketing, straight to your inbox.

Mahalo for subscribing!

Share This