Micro-influencers: for whom, why?
When we think of influencer marketing, we tend to associate an influencer's success directly with the number of followers. However, the real weapon of an influencer is not the size of their community, but the commitment rate that it generates. And in this area, it is the micro-influencers who excel! Let's take a look at these key - and little-known - marketing players.
What is a micro-influencer?
This is an influencer with a small community of followers. In concrete terms, although it is difficult to give exact figures, we can estimate that micro-influencers are followed by a community that can include 1,000 to 50,000 fans. Micro-influencers often practice niche influence. They specialise in a specific area, which gives them more credibility but tends to limit their number of followers. According to Kantar Mediaa company that specialises in research and analysis of marketing trends, the market for micro-influencers will grow increasingly in the coming years.
Why use a micro-influencer?
Rather than hiring influencers with millions of followers, some brands are increasingly turning to micro-influencers. The reasons are simple:
- Micro-influencers generate a higher engagement rate than macro-influencers;
- They have developed a real bond of trust with their community;
- They cost much less than macro-influencers.
By definition, micro-influencers run small communities on particular topics. Followers are often passionate or simply attached to the personality of the micro-influencer, with whom they have the opportunity to have numerous and constructive exchanges. This is not usually the case with macro-influencers, who cannot respond to the requests and messages of their millions of fans.
Micro-influencers therefore build strong bonds of trust with their followers. As a direct result, they enjoy a high rate of engagement that is particularly beneficial to brands. Marketing campaigns are 6.7 times more effective when conducted by micro-influencers. Enough to convince the most sceptical!
Who benefits from micro-influencers?
For a long time, micro-influencers were thought to be for low-budget marketing campaigns. However, more and more well-known brands are calling on their services. This is because, if the micro-influencer is well chosen, it allows a targeted audience to be reached that is much more receptive to the good or service being offered. A campaign organised around a macro-influencer will certainly reach many more people, but this is not necessarily the audience to be favoured.
In addition, teaming up with micro-influencers helps to define your brand identity. Micro-influencers do not blindly offer products, they tell a story they believe in, and they tell it to followers who trust them. This new form of promotion, far more empathetic than ordinary advertising, allows brands to develop their personality and attract customers not only for their goods and services, but also for their identity.
If you want to get on board and hire micro-influencers for your business, you can approach them directly or use an influencer agency, such as PinkhyEventswho will look for the most suitable personality for your marketing project.