Micro-Influencers: What Are They and Can They Help Your Business

Micro-influencersThink you don’t have the budget to add an influencer element to your marketing in 2019? What if I was to tell you you do! Micro-influencers are a smart and highly effective way to open doors to new audiences for your brand.

What the Heck are Micro Influencers?

Micro-influencers are just what they sound like: highly engaged, subject-specific social media users who regularly share social content about their interests. And one of the biggest differences between micro and macro influencers is that micro influencers are the real deal. They are dedicated to their craft, and aren’t looking for prestige or fame (generally speaking!).

While they may have much lower follower numbers than your Kardashians or other celebrity-influencer types the followers they do have are hyper-focused and highly dedicated to their craft. And they’re often geographically concentrated. Think extreme sports enthusiasts, hobbyists, health and wellness fans, foodies, artists, etc.

How Many Followers Should a Micro-Influencer Have?

The answer here is, it depends. Some folks put “micro-influencers” in the 10,000 or above follower count range. But in my opinion, it’s not really the number that counts. What really counts is the quality—to YOU—of their community.

Six-figure contracts aside, super-star follower counts don’t necessarily equal high numbers of eyeballs seeing your product or content. In fact, the opposite is often the case. As I mentioned above, the key is the quality of engagement, and the faith and trust a community has in whoever they follow. Does your company sit comfortably in a niche market? Then there is great value in connecting with fans with fewer follower counts.

How Can Micro-Influencers Help Me?

Micro-influencers are valuable because of what they bring to the table. What they lack in global star power, they make up for in the quality of their communities and their reach. They have built their audiences organically over time. And they consistently deliver value to their followers. In other words, they are highly respected and trusted by their communities. And this is every marketer’s dream when it comes to influence, is it not?

They also have higher social engagement. First, in how their community interacts with them. And secondly, in how they interact with their community. They’re more like friends, rather than unreachable superstars. And they are regarded as thought leaders in their field.

Hence, when they use a product, or share an article, their followers will likely do the same. In fact, what micro-influencers do leans more toward word-of-mouth marketing than the “pre-written, cut and paste” content of big celebrity endorsements.

Remember, you don’t have to be a huge, Fortune 500 company to invest in an influencer campaign. If you’re an entrepreneur running a small business, or still hustling your way to recognition, keep your eyes and ears open for micro-influencers invested in your brand. Comb through YOUR fans and followers, and find folks in your base with the reach and influence you are looking for.

Have you engaged with niche influencers or brand ambassadors yet? How did that work out for you? Or have you thought influencer marketing was only for the big corporations? Please add your comments or questions below!

Line drawn peony from Spodek & Co Digital marketing site