What are micro-influencers?

Published: August 24 2017

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.

 

 

I can always count on my @sugarbearhair vitamins to help keep my natural hair healthy and strong #ad 🐻💗+ they taste delicious! #sugarbearhair

A post shared by Kylie (@kyliejenner) on Jul 24, 2017 at 12:02pm PDT

 

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.

 

 

Greenhouse shopping with @coach #ad #gorogue 📷: @bokettophotography

A post shared by Jordan Sangster (@jsangsterr) on Apr 17, 2017 at 7:27pm PDT

 

Choosing to go with an Instagrammer with less followers may seem counter-intuitive, but it turns out there are several benefits, some of which we are going to cover in this post.

 

Higher engagement

 

One of the main reasons companies are choosing to go with micro-influencers is that they have a more engaged following.

 

 

My shirt smells like when you leave your laundry in the washer for too long so thanks for saving me @lelabofragrances

A post shared by Nicholas Pakradooni (@cholpak) on Jul 28, 2017 at 7:05pm PDT

 

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.

 

More genuine

 

Like we said before, these Instagrammers are regular people like you and me, and this is usually just their side job.

 

 

I have these ladies to thank for making my move to a new city so much easier #girltimeisthebesttime @palmbayspritz #partner #celebrateyoursisters

A post shared by Jill Lansky (@theaugustdiaries) on Jul 28, 2017 at 10:12am PDT

 

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.

 

Targeted audience

 

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.

 

 

Just posted the recipe for this sheet pan Harissa Glazed Salmon (using @sizzlefishfit) & Veggies! One pan, ready in 15 minutes, 5 🤚🏻ingredient glaze...Need I say more? 💃🏻 . . #omegas #sizzlefishfit #poweredbyfish #easyweeknightdinner #sheetpandinner #salmon #15minutemeals

A post shared by Lindsay | The Fit Fork Feed (@thefitforkfeed) on Jul 25, 2017 at 4:32pm PDT

 

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.

 

More affordable

 

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.

 

 

Hawaiian nights at @grandhyattkauai 🌸✨ {and this two piece dress set is only $31!} http://liketk.it/2s6BY #liketkit @liketoknow.it

A post shared by Chelsea Martin, Travel Advisor (@passporttofriday) on Jul 20, 2017 at 6:11pm PDT

 

It also makes this type of marketing a lot more accessible to smaller businesses, who can give it a try with just one or two micro-influencers without having to break the bank.

 

At Csek Creative, we use local micro-influencers to boost a brand’s image. If you have a strong Instagram following and are interested in becoming an influencer, let us know!