Why Smaller Brands Embrace Micro-Influencer Marketing
About 75% of smaller companies market themselves using social media, and a whopping 90% of marketers recently surveyed called the channel ‘important to their business.’ To increase awareness, engagement, and brand preference on social platforms, more practitioners have turned to micro-influencer marketing. It’s the same concept as ‘regular’ influencer marketing (think Kardashians) but on a smaller, more affordable scale. Hubspot defines micro-influencers as “well-known individuals who work or specialize in a particular vertical and regularly share (lots of) social content about their interests.” Partnering this way almost automatically increases a company’s social proof and reach. Though small influencers’ followers typically number less than 10,000, those users are more active and hyper-engaged―especially on Instagram, the influence marketer’s preferred platform.
More than 80% of consumers in a recent Experticity survey said they were ‘very likely’ to buy something recommended by a micro-influencer. These folks may have a role in your social marketing strategy if:
1. You want deeper engagement.
Small-market influencer accounts deliver much higher engagement rates than the average Instagram user, as well as 22-times more conversations.
2. You value authenticity. “Micro-influencers are real people, so their content is real, too,” says Hubspot, adding that Instagram users with a few thousand followers “likely post their own content, answer comments and behave more authentically…”
3. You’re on a budget. In social media marketing, pay-to-play is here to stay. Most (97%) of micro-influencers on Instagram charge $500 or less for a promotional post, so ROI can be significant. So if yours is a smaller organization, micro-influencers might deliver the engagement and returns you’re expecting.