In today’s digital marketing experience landscape, nothing holds quite as much value as the intangible idea of “authenticity.” Blatant advertisement and unsubtle marketing don’t generate the level of engagement that today’s brands require – in fact, it can even negatively affect the public perception of those brands.
With the rise of newer social media platforms, a shifting demographic landscape and a growing emphasis on community, the role of influencers in effective marketing has only increased.
Only some brands can afford to partner with Instagram influencers who command follower numbers that stretch from the high hundreds of thousands into the tens of millions and beyond. More importantly, those “macro” influencers and celebrity personalities might not be the best match for your brand.
That’s why brands of every size are turning their attention to the incredible value of micro-influencers.
What Are Micro-Influencers?
Micro-influencers are just what they sound like—people with considerable followings but not numbers so large that their audience is vast. Definitions vary, with some putting an upper bound on “micro” influencers as those who have no more than 20-30,000 followers. They may even have as few as five thousand followers.
Micro-influencers allow you to connect with targeted, motivated segments of your audiences on a much more personal level. Smaller influencers are more likely to stay personally connected with their audiences, produce highly unique content and continue to provide value for you even as their audience grows.
Identify micro-influencers in your niche by exploring relevant hashtags, looking at who follows larger influencers and finding unique content creators or speakers using products in or adjacent to your market space.
What Are the Benefits of a Micro Retail Influencer Strategy?
The advantages of a well-run influencer campaign are well known, but those usually rely on the massive reach of those with a celebrity-like following. What do micro-influencers bring to the table that makes them such a valuable marketing opportunity?
You can do several things with a narrower focus and a smaller audience, including:
- More easily boost brand engagement. Individuals with a smaller following tend to have a natural back-and-forth with their audience over the likes and dislikes of products and services. Product appearances might be a natural occurrence. Because these creators tend to garner more likes and shares from their small but motivated audience, it means more engagement with your paid posts–leading to engagement rates that improve by up to 60% or more.
- Effectively reach a targeted market segment. Smaller audiences often mean more niche interests. When you want to effectively reach motivated and interested buyers that align with a specific persona, such as Gen Z buyers, you can often easily find those market segments through careful micro influencer selection.
- Harness the power of more personal content creation tactics. Micro influencer posts are more likely to tap into trends, produce viral content, and generally yield more original outcomes—all aspects that make audiences like, comment, and share. You don’t need to understand the latest TikTok trends when those who do can help you market your products with human authenticity, potentially leading to as much as a 20% increase in conversions.
- Save money on your marketing budget. An overwhelming number of micro-influencers, roughly 97%, don’t break the $500 barrier in price per post. When you want to stretch the effective power of your budget, micro-influencers represent excellent value for your money.
Refine and Enhance Your Approach to Bringing in Business
Could a more targeted approach to working with influencers give your brand the boost it needs? What else could you do to help increase shopper engagement? At Cliffedge Marketing, we use more than two decades of experience to inform exciting and innovative strategies that can refocus your marketing towards the most meaningful avenues.