The Benefits of Working with Micro-Influencers
Written by Brett Owens
Identifying the right influencer for your brand is one of the first steps of creating the framework for a profitable collaboration. With the number of influencers growing every year, the terms micro, mid-tier and macro-influencer appeared, making the process easier and more complicated for brands all at the same time. To help you figure out how micro-influencers work and why they might be more beneficial for your company, we gathered all you need to know about this industry’s current state.
MICRO, MID-TIER, MACRO…WHAT’S THE DIFFERENCE?
After recognizing the amazing marketing potential in influencer collaborations in 2017, the influencer industry has become unstoppable with more and more people joining the group and gaining a following.
Of course, brands have jumped on this trend very quickly, sometimes being unsure which way to go. This can result in campaigns that just don’t get enough traction…you’ve might have seen or even taken part in some of these promotions. We know, it gets quite confusing when it comes to influencer partnerships, being such a new and constantly changing marketing technique.
Although there is no universal rule to separate the three main categories, micro-influencers are called the “everyday” influencers with anywhere between 3k-50k followers. On the other side, mid-tier followers range from 50k-500k, and macro-influencers have a following over that number, often reaching millions of people with every single post.
So, what does that exactly mean?
These numbers can show how well-known influencers are, but they don’t reflect on their follower engagement or how relatable and authentic their posts are – two things that are both incredibly important aspects for brands. Because of their smaller following, micro-influencers have a strong sense of community with a more trustworthy image rather than “fans”. Instead of constantly producing paid content, their platforms are created with passion and have a relatability that macro-influencers can lack once they hit their first million.
HOW TO CHOOSE WHAT’S BEST FOR YOUR BRAND
While having a huge pool of people to choose from sounds like fun, it can be difficult to spot the perfect influencer for campaigns from the thousands interested. If you’re still a bit unsure where to start (trust us, we’ve been there before as well), keep the following aspects in mind before reaching out:
- Your goal with the campaign: Would you like to get your product name out there for as many people to see as possible, or would you prefer to advertise your product or service to a smaller audience with a bigger chance of a sales conversion? If you’d prefer having your selected target audience learn more about the product rather than having millions of people see, but also possible scroll through it, you’ll enjoy working together with micro-influencers
- Your collaboration type: Micro-influencers will more likely participate in interviews, commission-based sales and becoming ambassadors rather than promoting your product, resulting in a long-term partnership
- Your budget: Because of their follower numbers, expertise and professional experience in the field, macro-influencers can charge up to 10 times as much as someone with a smaller following. If most of your marketing budget is spent on influencer campaigns, working with macro-influencers is a good shout, but for smaller start-ups and lower budgets, micro and mid-tier influencers are the perfect start
- Your audience: This relates to your goal with the campaign. For niche products, finding a micro-influencer with that very specific interest (rather than being the ultimate “lifestyle” influencer) can easily result in a more targeted campaign
- Your timeframe: If you are trying to roll out a partnership asap, you are less likely to face the problem of busy schedules or receiving an estimated waiting time of 2-3 months
- Authenticity: Another important aspect to consider is in what setting you’d like to see your product in. While with macro-influencers the promotion type is obvious straight away, micro-influencers can space out ads, making their social platform look more authentic
THINGS NOT TO FORGET
Choosing the right influencer is half the job, and even when you found the perfect person to collaborate with, there a few additional details to consider. Firstly, we recommend everyone to think a bit outside of the box. We know, it’s an often over-used term, but having a creative approach to your campaign will make the audience instantly more interested in your brand. Another important detail we found can make or break collabs is having a good, polite and understanding partnership with the influencers themselves. Because of their platform, many companies think they are modern marketing-machines, while in reality, they face the same everyday problems and challenges as we do.
After researching more and more, we see why Forbes calls micro-influencers the marketing force of the future. Micro-influencers have a committed audience who trust their detailed reviews and are more like friends than fans. A partnership with micro-influencers can also be beneficial for them beyond the financials, such as experiencing how to work with a brand and building their own portfolio of promotions, which can make them more passionate about the project as well. And last, but definitely not least, they can be more approachable and budget-friendly, which is ideal for start-ups and brands who are just trying out influencer collabs.