Influencer marketing has taken the social media world by storm.
Even if you’re not entirely sure what influencer marketing is, you’ve probably experienced it, especially if Instagram is one of your main business tools or personal pastimes. Essentially, businesses pay Instagram users with lots of followers to post about their products or services on their own personal feeds.
Unsurprisingly, this is often done with celebrities with millions of followers, and can be very expensive and feel quite ad-like.
More recently, however, “micro-influencers” have become increasingly popular. A micro-influencer is an Instagram user with a more moderate number of followers (the range changes depending on who you ask, but most would say between 10,000 - 100,000 followers or less). A micro-influencer is usually just a regular, everyday person with a strong Instagram game.
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Markerly, a business that connects companies with influencers, conducted a study which found a negative correlation between number of followers and follower engagement. As the number of followers on an Instagram account increases, the engagement (likes and comments on the posts) actually tends to decrease. A following of 10,000 - 100,000 people happens to be the sweet spot.
So, a post by an Instagrammer with a million followers may get a lot of exposure, but will their audience actually care about it? Honestly, probably not.
Like we said before, these Instagrammers are regular people like you and me, and this is usually just their side job.
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Their posts are genuine, and don’t feel like advertisements, which is more engaging for followers and makes your business appear more authentic and trustworthy.
Usually, micro-influencers specialize in a something specific, whether that be health and wellness, cooking, sports, fashion or so on. They have become popular because their followers share these same interests and look to them as a trusted source of inspiration, ideas or advice.
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While a celebrity might have a ton of followers simply because they’re famous, a micro-influencer has followers who are sincerely interested in their lives. This not only leads to higher engagement, but it helps to create a targeted audience, so you can choose micro-influencers who align nicely with your product or service.
With the same amount of money it might take to pay one influencer, you could hire several micro-influencers and reach different, highly engaged audiences. This means more bang for your buck.