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TOP ADVANTAGES OF MICRO INFLUENCER MARKETING




 

It gives us much joy to start another decade with this piece titled: "Top Advantages of Micro influencer marketing".

For starters, it's good to say that influencer marketing began with celebrity advertisement and marketing, and for years, brands partnered with celebrities for product promotion.

Even though celebrity marketing might work for a few brands, it doesn't perform well for the mass market.

Also, there are many celebrities out there, and brands that find it hard to select who to work with. Most of the stars also charge too much money and by implication, they become out of reach for most brands.

In celebrity marketing, there's usually no real connection between celebrities and the products they're promoting. This brings in a lot of doubts and uncertainty for many brands.

After all, why should a brand believe an individual's word on a product if he/she doesn't use the product?

Well, this is where micro-influencer marketing can come to the rescue.

We define micro-influencers as individuals with less than 100,000 social media followers but with notable influence within their community of followers.

Even though celebrity influencers have big follower numbers, micro-influencers tend to have higher engagement rates and modest audience counts.

Micro-influencer marketing is the next big fish, and big brands like Daniel Wellington and the Banana Republic have been able to execute excellent marketing campaigns via influencer marketing on Instagram.

Rather than working with celebrities, firms are now partnering with micro-influencers to advertise their products and/or services.

Micro influencer marketing is more than just a slogan, and when used correctly, it can help to enhance brand perception and customer engagement.

Without wasting time, let's get into the business of the day.

 

WHO ARE MICRO-INFLUENCERS?


advantages of micro influencer marketing

Even as the fame around micro-influencers grows, it's primary to know what micro-influencers mean, why they're the excellent option for an influencer marketing campaign, and why marketers use them.

Marketers have learned that micro-influencers have limitations that can risk brand reputation and campaign success. Some research have also shown that micro-influencers have higher engagement.

Digiday once shared some of the disadvantages of collaborating with micro-influences. We'll talk about this in another section.

The measures can slightly vary, but then micro-influencers are usually viewed as creators with less than 100,000 followers. These set of people are generally found on Instagram because the platform lends itself to the advancement of precise communities around specific concerns.

In contrast to micro-influencers, traditional or macro-influencers are well-known names in the influencer marketing market— for instance, creators like Grace Helbig, Bethany Mota, Markiplier, Lele Pons, and Logan Paul.

Macro-influencers are generally known for their reach and ability to gather thousands or even millions of impressions on a single video or post.

These famous names are the perfect option for brand engagement, lift, and the rise of audience perception.

https://youtu.be/7X_xK_tRDrE

 

IMPACT OF MICRO-INFLUENCER MARKETING AND THE RISE OF MICRO INFLUENCERS


In terms of engagement, micro-influencers are seven times more useful than macro-influencers.

Besides, they're a helpful marketing tool that drives a 60% higher campaign engagement rates.

Research from Experticity shows that 82% of customers take advice from their preferred micro-influencers. This can impact marketing campaigns.

Thanks to how influencers are esteemed among their followers, the kind of content they create, and how they're not restrained to just one subject area. Micro-influencers can be found across different verticals that can influence a customer's decision, including beauty, travel, homewares, and food.

These set of influencers first developed on Instagram, and they're perceived to drive more engagements than celebrities. Many thanks to their experience in creating a good connection with their audience.

They're targeted toward a precise audience, and the cost of working with a single celebrity is almost the same as working with five serious-minded micro-influencers.

We've discussed the impact of micro-influencers. Now, we'll dive into a more exciting section.

 

PROS AND CONS OF MICRO INFLUENCER MARKETING


In influencer marketing, there's no perfection.

Indeed, there are many gains to micro-influencer marketing. But then, there are also some disadvantages to micro-influencer marketing.

Let's take a look at both subjects:

 

ADVANTAGES OF MICRO INFLUENCER MARKETING


You could be thinking: but why is micro-influencer marketing better?

Well, here are some reasons:

advantages of micro influencer marketing

ADVANTAGES OF MICRO INFLUENCER MARKETING #1: HIGHER & BETTER ENGAGEMENT RATES


There's no doubting the fact that micro-influencers are people with high engagement rates.

Want to know why?

Micro-influencers relate with their supporters on a personal level. They have a small but honest following. They also have a firmer community than micro-influencers.

A study showed that Instagram micro-influencers have an engagement rate of about 3.6%, while the macro-influencers strife to be at 1.5%.

This indicates that the engagement rate for micro-influencers is relatively higher than the average Instagram engagement rate of 1.73%.

 

ADVANTAGES OF MICRO INFLUENCER MARKETING #2: COST-EFFECTIVE


advantages of micro influencer marketing

Micro-influencers are regular people who use blogging and social media as a side business. So, brands can always work with them at a relatively lower cost than what celebrities charge. Some brands even work with micro-influencers for the cost of a free sample.

Additionally, some influencer marketing channels offer a market for a low-cost campaign. Many marketing platforms have a database of registered micro-influencers, and brands can always come up with a proposal for the influencers.

Influencers that like to be part of the campaign apply, and the brand can select who they wish to work with.

In such cases, brands need to pay a subscription fee to sign up for the influencer marketing platform. And even at that, the cost is still cheaper than the cost of working with celebrities and macro-influencers.

 

ADVANTAGES OF MICRO INFLUENCER MARKETING #3: AUTHENTIC RELATIONSHIPS


advantages of micro influencer marketing

According to research, customers are more probable to trust someone they follow on social media over a celebrity.

The declaration is valid because micro-influencers have a group of followers that they've already built good relationships with over time. This good relationship gives influencers a notable amount of leverage over their audience.

Micro-influencer marketing enables brands to work with people who share related characteristics with their followers.

Most customers are willing to try an influencer's recommendation because they genuinely trust their advice.

In contrast, most of the high reaching and sought after influencers are known to have purchased followers. Brands wouldn't want to spend money on bots because those engagements are trivial.

With much importance on engagement over reach, micro-influencers offer more niche communities dominated by real people looking for conversations, answers, and content.

 

ADVANTAGES OF MICRO INFLUENCER MARKETING #4: IT HELPS YOU TO HUMANIZE YOUR BRAND


Micro-influencer marketing is necessary, and it helps brands to build customer loyalty and brand recognition.

One way to achieve these is by working with influencers that are just like your customers. That way, you'd get to nurture a stronger relationship and be known for something excellent.

 

ADVANTAGES OF MICRO INFLUENCER MARKETING #5: THEY'RE MICRO-INFLUENCERS ON EVERY PLATFORM


advantages of micro influencer marketing

Do you remember any social media platform that doesn't have micro-influencers?

Facebook, Snapchat, Instagram, Twitter; You name it. They all have micro-influencers.

Some influencers might have a broad audience across most of the social media platforms listed above. Still, for most brands, it makes more sense to work with micro-influencers who focus mainly on a single platform for the sake of trust and engagement.

Besides, some bloggers also have a trusted social media following and lots of website traffic to consider. If you want to benefit from influencer marketing, then you can as well start by working with micro-influencers.

These set of people are reliable, and when you work with them, you might later discover that there's no need to target the higher tier influencers.


ADVANTAGES OF MICRO INFLUENCER MARKETING #6: IT LEADS TO HIGHER CONVERSIONS


When a micro-influencer promotes your brand/product, you're more likely to get more conversions.

The majority of the present-day micro-influencers are experts in their niche, and their views are considered genuine and reliable by their followers. As a result, micro-influencer marketing helps to drive the most traffic into conversions.

If you decide to work with micro-influencers in a precise niche, there are chances that you'll achieve better conversion rates than when working with celebrities over several platforms.

 

ADVANTAGES OF MICRO INFLUENCER MARKETING #7: IT HELPS YOU TO EARN A HIGHER RETURN ON INVESTMENT (ROI)


The potential for higher conversion rates when working with micro-influencers, increased trust and authenticity makes it possible for you to earn a higher ROI than if you had invested a ton of money into working with a celebrity.

You can also spread the budgets across various platforms and influencers to see where your audience responds best.

 

ADVANTAGES OF MICRO INFLUENCER MARKETING #8: IMPACT ON THE BOTTOM LINE


Statistics confirm that 74% of people turn to social media for suggestions on what to purchase. This allows influencers to impact your bottom line.

Micro-influencers drive a substantial ROI, and they leverage their genuine relationships to impact people's purchase decisions and buying behavior.

Now that customers have the option to turn ads off, it becomes vital to reach out to them authentically. Micro-influencers offer the most reliable and culturally suitable means of content creation and distribution.

Luckily, this is what every brand needs to break through the noise.

 



The Pros and Cons of Using Influencer Marketing for Your Brand
Image Courtesy: shanebarker.com


 

DISADVANTAGES OF MICRO-INFLUENCER MARKETING


After browsing through the benefits of micro-influencer marketing, you might be motivated to ask: does micro-influencer marketing have any downsides?

Well, it does, and here are some of the limitations.

advantages of micro influencer marketing

DISADVANTAGES OF MICRO INFLUENCER MARKETING #1: CAPPED REACH AND VISIBILITY


One of the disadvantages of having small audiences is less exposure. Micro-influencers don't have the large followings of celebrities and macro-influencers. Also, it's becoming difficult to reach out to more people because some influencer marketing platforms now set a 10k follower limit.

 

DISADVANTAGES OF MICRO INFLUENCER MARKETING #2: MORE TIME REQUIRED


Another flaw of micro-influencer marketing is that it's time-consuming.

So, your marketing initiatives would be more efficient if you had more time and micro-influencers to work with.

The situation isn't the same with big influencers, where having just one or two, is enough.

More so, it could take a more prolonged time to influence and reach the same number of people who can as well access a post from a single macro-influencer.

Working with a notable number of micro-influencers means that you'll need a more amount of working hours to get the right set of profiles, create a campaign, and also assess results.

The last part is vital, as marketers habitually forget to evaluate how well a marketing campaign performs under a micro-influencer. A constant appraisal will help you to fine-tune your campaign and also ensure that your marketing budgets aren't based on futile tactics.

advantages of micro influencer marketing

DISADVANTAGES OF MICRO INFLUENCER MARKETING #3: MICRO-INFLUENCERS DON'T OFTEN STAY MICRO FOR LONG


Social media is a growing monster, and we've all seen some people quickly take off in fame and become superstars on Instagram or Twitter.

There's a very high likelihood that either slowly or quickly, your group of micro-influencers will grow to become superstars.

So, you might end up either paying up or looking for smaller influencers all over again.

 

DISADVANTAGES OF MICRO INFLUENCER MARKETING #4: FEWER BRANDS LIFT


In contrast to macro-influencer marketing, micro-influencer marketing doesn't produce the same degree of brand awareness. Besides, partnering with micro-influencers comes with a boost in recognition and acclaim because they're tastemakers at scale.

Usually, macro-influencers drive consumer action further and faster than most traditional celebs.

 

DISADVANTAGES OF MICRO INFLUENCER MARKETING #5: RETURN ON INVESTMENT IS OFTEN HARD TO PROVE


Surely, micro-influencer marketing can be a great way to promote your product and increase its visibility.

But then, even though it can be easy to estimate and report on visibility, engagement, and reach, a lot of brands find it hard to attribute influencer engagements to direct sales.

Want to know why?

Influencers post are excellent for driving awareness but not suitable for driving direct site traffic, especially on platforms (e.g., Instagram) that don't permit links to be added in captions.

 

FINAL THOUGHTS


You now understand what the term micro-influencers implies, the impact of micro-influencer marketing, the advantages, and disadvantages of micro-influencer marketing.

Micro-influencers are cost-effective, and they help brands to reach their marketing goals easily.

Besides, their audience is unique and reliable, and this can get you more high-quality leads.

Finally, they have more engagement rates than macro-influencers and celebrities. So, more people will notice your brand.

We do hope that you find this article enjoyable and helpful.

Based on what we explained in this article, do you think micro-influencer marketing would be a good option for your brand? Please, do let us know in the comments.




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