You Might Want to Employ Micro-Influencers in Your Strategy
Over the years and especially as a result of the Coronavirus Pandemic that put the whole world on tenterhooks, influencer marketing has got tremendous potential to push your brand’s visibility as more people are finding what to buy, where to eat and even travel from influencers.
Now, more than ever before, brands have an unlimited choice of partners. With follower counts ranging from the smallest to the biggest, choosing the right partnerships can significantly impact a brand.
It’s true that many businesses would rather have someone with a huge following pushing their brand(s) as opposed to having someone who can bring in engagement that actually matters.
Yes. This is a numbers game. Others see it as a case of David and Goliath while others see it as a case of Smaller being better than Bigger.
Let’s start at the roots — Who is a Micro-Influencer? Micro-influencers are social media users who have between 1,000 and 100,000 followers. This basically is the majority of social media users and influencers especially in Uganda which makes it very important to involve micro-influencers in your strategy as they take up over 90% of influencers.
Before we go any further, let’s be guided. Influencers are divided into three categories:
- Micro-influencers: 1K–100K followers
- Macro-influencers: 100K–1M followers
- Mega or celebrity influencers: 1M+ followers
Micro-influencers tend to focus on a specific topic, such as fitness, beauty, or travel, and have a loyal and engaged fan base.
At my company Touchvert, we boast on majorly using micro-influencers because we know the impact they bring to the table.
Now, let’s dive in.
Why consider Micro-Influencers?
- For starters, micro-influencers have higher engagement rates than macro-influencers. If one of your KPIs is to increase engagement and referrals, micro-influencers are your best bet. This means that the micro-influencers followers are more likely to like, comment, share, and trust their recommendations.
- It’s easier for micro-influencers to help you reach niche and relevant audiences who are interested in your product or service.
- Micro-influencers also ensure a multi-market reach — This is possible because with multiple influencers that cover many different market segments. By dealing with various influencers of different ages, races and sexual orientations, brands can reach audiences they might be missing out on if they only worked with a limited number of macro-influencers.
- The last nail in the coffin is the fact that micro-influencers are more affordable and accessible than macro-influencers making it easy for cheaper collaborations. For the price of one macro-influencer, you could get two or even three micro-influencers. This also means that you can work with more influencers for a smaller budget to increase your reach.
According to a Forbes Article, while many businesses assume that going bigger is better, that is not always the case. In particular, micro-influencers are often an underutilized tool that can separate brands from their competition. As the age of social media continues to grow, the days of brands looking exclusively at follower counts to make partnership decisions are long gone. There are more options than ever before, but cutting-edge influencer programs revolve around identifying micro-influencers relevant to the brand’s marketing objectives and weaving those accounts into the broader marketing program in a customized and authentic way.
What are you waiting for to get the best out of your influencer campaign? At Touchvert, we shall help you realize your goals and find you the right micro-influencers to work with at the cheapest rates on the market.
Let us help you by working with you — Get in Touch!
