Often, when marketers think about influencer marketing, the first thing that comes to mind is celebrities – think popular musicians, actors, and the rest.
Turns out, you don’t really need these big names. In fact, you don’t need self-acclaimed “stars” with millions of followers. If studies conducted by the likes of AdWeek and HubSpot are anything to go by, smaller, unknown names promise much better value.
Also known as micro influencers, these smaller names have been shown to generate more impressions and ultimately a greater ROI – the two things any marketer should be concerned about.
Defining a Micro Influencer
Micro influencers are individuals with a strong online presence, but a smaller, though very active, following on social media. Most of them are bloggers, video bloggers, and social media gurus, with between 1,000 and 100,000 followers on social media.
What sets this group apart is their impressive engagement rate on social media. Unlike celebrities who might only receive impressions from 2% of their following, micro influencers have the potential to engage up to half or more of their followers. Even better, their followers highly trust them and are very eager to follow whatever they recommend. This is different from celebrities who many of their followers feel are out of reach.
Why Turn to Micro Influencers?
- Grater trust
This is not to say that followers of celebrities don’t trust the celebrities. It just means that micro-influencers are closer to their audiences and as such enjoy greater trust. It’s like getting advice from a close friend. Celebrity influencers (also known as macro influencers), in comparison, are often followed just for their celebrity status.
- Better targeting
One major problem with big-name influencers is that they have followers from pretty much all demographics. Think about Rihanna, for instance. Most people love Rihanna for her music. It means that you’ll find people from many different age groups, locations, genders, and marital status following her. If you were to use such a person for influencer marketing, rest assured of attracting the attention of only a small portion of her audience. Micro influencers, meanwhile, have built audiences interested in a particular product or service, thus affording you better targeting.