If you have been in the marketing scene, you would have heard of the term ‘influencer’ by now and maybe, you’d have even dabbled in influencer marketing before.
Brands such as Glossier, Adidas, and Airbnb have also hopped onto the micro-influencer bandwagon with influencer marketing as part of their marketing strategy.
Here are the 8 reasons why you should add micro-influencers into your marketing strategy!
1) Micro-influencers are More Cost Effective
Micro-influencers usually have less than 30k followers and with fewer followers, their rates are also lower in comparison to macro-influencers. With a lower following, they are also able to drive higher engagement rates, therefore, making them more cost-effective.
If being cost-effective is not part of your current strategy, it should be! Why pay a big influencer for one post, when you can invest the same amount of money to get 10 to 20 micro-influencers? They can help you reach a wider audience that is more engaged with them, thus giving you a better ROI.
Partipost Tip: We would even recommend going smaller, with regular everyday people, usually less than 5k followers. We’re talking about your friends, family, colleagues, etc. They’re usually the lowest in cost and have the highest engagement rates, making them the most cost-effective amongst the various tiers.
2) Micro-influencers Have Higher Engagement Rates
In general, micro-influencers have a highly engaged and loyal following. Their content is a lot more focused and they are able to reply to comments and respond to Instagram direct messages when followers have questions. All of these interactions help micro-influencers connect with their followers on a deeper, more personal level.
In order to measure and understand the influence of an account, engagement is a great metric to look at. According to recent research, a macro-influencer may have above 100k followers but their ’like’ rate is going to be around 1.7% only.
Whereas a micro-influencer with 10k followers would have a ‘like’ rate of about 4% and a nano-influencer with 1k followers would have a ‘like’ rate of about 8%.
Partipost Tip: The higher the number of followers, the higher the rate of the influencer. As there’s no standardized formula, the number of followers seems to be tied to how much one can charge for a post.
3) Brand Awareness – Where More is More
If a stranger sees your brand for the first time, it would probably not mean much to them. But when they see it multiple times and across different channels, it will eventually trigger a reaction. Some even say one needs to see an advertisement seven times before it is effective.
This is where micro-influencers can help brands with brand awareness. By getting a group of micro-influencers to talk about your brand within a period of time, it increases the chances of a person seeing your brand. Some of these posts might even end up on the discovery page, trending hashtags, etc. Of course, the more micro-influencers you use, the likeliness of one viewing it multiple times increases. Strength in numbers!
Partipost Tip: To take this up a notch, work with the same group of micro-influencers for a few more campaigns. It will help with brand recollection, brand exposure, and brand trust. Also, on the note of strength in numbers, going even smaller (in influencer following) would allow for scale! Think hundreds of posts talking about your brand. It will definitely help give your brand awareness a boost!
4) Micro-Influencers Add a Personal Touch
Micro-influencers cherish their community and they are always interacting with their followers by replying to comments and direct messages. At times, they would even host offline events, where they can meet their followers and engage with them in real life. It seems as though the micro-influencer is genuinely a friend who’s able to give real advice and share recommendations.
On the other hand, celebrities and macro-influencers who receive hundreds and thousands of comments/direct messages a day would not be able to personally reply to every single one of them. The relationship between the influencers and their followers is no longer as personal, hence how their followers perceive their recommendations will also be different.
5) All-in-one Solutions are Available
Don’t go through the trouble of looking for micro-influencers yourself, you will probably go crazy! It’s a very manual process that takes up a lot of time and manpower.
Why not make use of influencer platforms available to help you sift through the tons of influencers out there.
Platforms like Partipost provide brands with an extensive network of influencers across various tiers that you can engage with for their advertising needs.
6) You Won’t Be Affected By Ad-Blockers
With everyone constantly getting bombarded by the constant stream of ads, many people have resulted in installing ad blockers on their phones.
Influencer marketing allows you to reach your target audience without getting blocked or reported.
What’s more, micro-influencers can help you get your message heard by the right people, to the right people.
7) One Glove Can’t Fit All
Traditional marketing channels (OOH, TV, bus stop ads, print, etc.) are no longer as effective as it was back in the day. On top of it being expensive, it was hard to track as well.
In this digital age, information is readily available anytime, anywhere, at a click of a button. Consumers are well informed before making a purchase. Therefore, it has become increasingly difficult to raise brand awareness and drive sales through traditional methods alone.
To draw a clearer picture, would you spend $10,000 on a television ad with a high potential reach but you don't even know if everyone is watching and digesting the content or spend $10,000 on engaging with a niche target audience that is more relevant to your brand via influencer marketing?
Partipost Tip: Use a mixture of strategies. Depending on your marketing objectives, you can pair influencer marketing with traditional channels so that it can help amplify the campaign further, giving you more media mileage. Going in even deeper, you can use both, micro-influencers and nano-influencers, to further maximize your budget.
8) Effectiveness of Recommendations is Based on Trust
Micro-influencers are more likely to have the trust of their followers as compared to macro-influencers/celebrities, simply due to the fact that they engage with their followers as though they are really friends. That level of trust is built over time and it’s not something that one can replicate easily.
When the followers trust the influencer like they trust their friends, the chances of them purchasing the recommendation is as high as 86%!
Partipost Tip: Size is not everything when it comes to influencers. Collectively, nano-influencers can be even more impactful when it comes to brand awareness. Nano-influencers are even more niche and as they have a smaller following, they are able to interact with their followers on a very personal level.
Ready to hop onto the bandwagon? Partipost is the fastest-growing crowd marketing platform in Asia! With influencers across various tiers, we’re able to help maximize your campaign budget to help your brand reach its marketing objectives!
Reach out for our case studies or request a FREE consultation now!
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