When you think about influencers, what comes to mind …
… maybe it’s a Kardashian wearing a waist-trainer. Maybe a former Bachelorette contestant posting a photo to Instagram showcasing vitamins that will magically help you grow your hair. Or, maybe you’re still thinking about all those “Got Milk?” ads that were introduced roughly twenty-four years ago. Not only are these all examples of influencer marketing, but they were all campaigns featuring what are considered to be macro or celebrity influencers.
Today, a macro-influencer is classified as someone with a minimum reach of 100,000 followers on one social platform. While these high numbers in terms of reach may seem appealing, there are many other factors brands should consider when deciding which influencer to partner with. And though macro-influencers aren’t necessarily a thing of the past, moving forward we are likely to see brands shift their focus towards micro-influencers (influencers with less than 100,000 followers).
Here are 4 reasons why brands will focus on micro-influencers in 2018:
Though their follower count is lower than that of a macro-influencer, micro-influencer’s engagement rate is higher. According to an article by DIGIDAY, studies found that “Instagram influencers with 10,000 to 100,000 followers see a 2.4 percent like rate, compared to 1.7 percent for those with 1-10 million followers.” Their reach may be just 10,000 followers on Instagram, but their engagement rate will likely exceed that of an influencer with 200,000 followers.
One of the major benefits of working with micro-influencers is that they have built trust with their followers by consistently engaging with them and building a relationship and a back and forth conversation. Whether they follow back, respond quickly to comments, or like other’s posts, they are actively engaging with their audience and community. And by building those relationships they are establishing themselves as a reliable source for recommendations and advice on products and brands. In a study conducted by Bloglovin’, “63% of consumers were inspired to use a new product or brand they would have not considered because of their favorite influencers”.
Not only are engagement and trust some benefits brands will see when they partner with micro-influencers, but they will also be reaching their target audience more closely. Though macro-influencers have a significant number of followers, the demographics of those followers can vary immensely, whereas micro-influencers typically reach a niche market. Whether beauty, parenting, fashion, DIY or cooking, micro-influencers keep their content focused on a smaller area of interest. This brings in followers who share the same hobbies or lifestyle and have a genuine interest in products and brands the influencer may partner with. So, if a brand wants to reach stay at home moms who like to cook healthy meals at home, they can almost guarantee they do if they partner with a micro-influencer who is also a stay at home mom and shares her healthy home-cooked meals.
Since their reach is much smaller than that of a macro-influencer, the cost of hiring a micro-influencer will be much more feasible for most brands. Some Instagram users with a following of more than 5-6 million can cost a brand up to $100,000 per post. But, a micro-influencer will run a brand under $500 per post, which is much more affordable.