Commutes, credit card debt, kidney stones...some things are better when they're small. The same can be said when it comes to influencers. In fact, micro influencers can often be more effective than their larger counterparts, macro influencers. So, if you’re after a small but mighty boost for your business, read on.
Small and Mighty
A micro influencer is someone with a small but highly engaged social media following, usually between 1,000 and 50,000 followers. In contrast, macro influencers have a much larger following, often in the hundreds of thousands or even millions (here’s looking at you Kylie Jenner). While macro influencers may be a feasible choice for big businesses looking to promote their products or services, micro influencers have several advantages that make them a more effective, efficient (not to mention, realistic) choice.
Niche is Nice
Micro influencers often have a more niche and targeted audience. This means that businesses can promote their products to a more relevant audience, resulting in higher conversion rates. For example, @lipstickncurls, a micro influencer in Australia with just over 25,000 followers, has a highly engaged following of beauty lovers. She has been able to promote beauty products to her audience effectively, resulting in high engagement and conversions... and much fuller beauty cabinets.
Keeping it Real
Micro influencers are often seen as more authentic and relatable than macro influencers. They are more likely to have a personal relationship with their followers, resulting in higher trust and credibility. Take Sydney based @julessebastian. Jules is a micro influencer with just over 18,000 followers who has built a loyal following by sharing her personal journey with her audience. She successfully promotes variety of products, including skincare, fashion, and food, resulting in high engagement and conversions. Oh, and we think her husband might be an ok singer.
Talk is Cheap
Not got a spare $100,000 for a post? Well lucky for you, micro influencers are often more cost-effective than macro influencers. They tend to charge less for sponsored content, making it easier for businesses with limited budgets to run influencer campaigns. For example, @lucy_glitter, a micro influencer in Australia with just over 8,000 followers, has been able to promote a variety of products, including skincare and clothing, while still being affordable for small businesses. Budget friendly and effective? Sounds good to me!
Do your research
While micro influencers can be effective in promoting products, there are risks associated with working with them. For example, businesses need to ensure that the influencer's values and behavior align with their own. JS Health learn this the hard way with brand ambassador Nadia Bartel, but we won’t go there…It is also important to set clear expectations and guidelines for the campaign to ensure that both parties are on the same page. One way to negate these risks is to work with a reputable influencer marketing agency that can help manage the campaign and ensure that it is successful.
Make Mine a Mini
So next time you're told to 'think big' - do the opposite! Because yes, micro influencers can be more effective than macro influencers when it comes to promoting products or services. They offer a more targeted and engaged audience, higher trust, and credibility, and are more cost-effective.
Don’t be afraid to downsize, it could just be exactly what your company needs.
(Disclaimer: This content is for the sole purpose of teaching and learning at Edith Cowan University and has not been endorsed or otherwise approved by the organisation it promotes.).
Student Name & ID: Sonia (10630264)