Want to Engage With Audiences? Then Learn Why Micro-Influencers Matter

Chris Sams, September 14, 2016

Micro-influencer marketing is becoming one of the most important strategies in digital marketing today.

Influencer marketing is an integral marketing strategy in today’s day and age. Using bloggers and other social media fans to reach audiences is an authentic yet highly effective marketing strategy.

Social media stars that have hundreds of thousands of followers are often used in digital marketing as these people can drive traffic with just one Instagram post.

Recently, there has been a shift towards using influencers that are savvy and more engaged: the micro-influencer. Micro-influencers typically have less than 10 thousand followers. A person does not have to have hundreds of thousands of followers to influence others. In fact, consumers would rather hear their friends opinions on a product or service than opinions from a faceless company or person they do not know well. Micro-influencers may have even more power to influence audiences than large social media celebrities. Research has found that as a person’s number of followers rise, engagement decreases.

Here are some of the other reasons why more and more companies are turning to influencers with fewer followers to help them share their messages.

More Authentic

Those with fewer followers are often considered to be more authentic and trustworthy. Micro-influencers know their followers well.  According to Business Wire, research has shown that micro-influencers are considered to be more credible and reliable to their followers. In fact, 94 percent of consumers who were surveyed for the study reported they believed that the micro-influencer was more credible than an influencer with a large number of followers. More than 83 percent were very likely to follow a recommendation made by a micro-influencer.

Less Expensive

Micro-influencers can have an even greater impact than social media stars. In addition, they are unlikely to expect the kind of money for participation that a large social media star would demand. Providing free services, product giveaways and treating them like VIPs can go a long way towards building a relationship with a micro-influencer.

Can Reach a More Targeted Audience

Micro-influencers are likely to be people who talk about your product a lot on social media, those who are well-known by users of your product and people who use your product frequently. These micro-influencers allow you to reach a more targeted, yet relevant audience for your product or service.


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