Micro Influencer Marketing : Your New Favorite Strategy

It seems like there is a change when it comes to influencing.

People aren't just willing to follow or buy what the influencers with a large following are promoting anymore. But why is that? People want brands and the things they invest in to be more authentic. They also want to hear from those who are actually using the product, not just promoting it.

The fact of the matter is, people with millions of followers aren't reaching the same audience anymore. If it doesn't mean it's working, does that mean brands are going to stop? No, but there is a change. Influencer marketing is seeing a shift from macro to micro.

What is Micro Influencer Marketing?

Influencer Marketing uses popular social media users to promote a brand’s product or service and influence their audience’s decisions. Micro Influencer Marketing follows the same method, but the main difference is the number of followers and who they are marketing to.

Micro Influencer Marketing is a strategy that uses a micro influencer, a social media creator with 1000-100000 followers, to help promote a product or brand.

Rather than using a person to reach a large audience with different interests, Micro Influencer Marketing allows brands to use creators who have a smaller and more niche audience that is also more engaged. Sprout Social sums it up by saying, “Their reach is broad enough to make an impact, but still small enough to feel personal.”

Why Brands are Loving it Right Now

The reason why brands are incorporating Micro Influencer Marketing in their strategies can be attributed to a couple of reasons. The Forbes Council notes that the key benefits of partnering with micro influencers are authenticity, high engagement, niche audiences, localization and, global reach, and affordability.

1. Authenticity - Customers are prioritizing genuine content and creators they trust. Micro influencer marketing thrives on this. Instead of a brand bringing an influencer to their world, the brand becomes part of the creator’s world. This creates a more authentic and believable partnership.

2. High engagement - Hubspot states that “Micro-influencers generate up to 60% more engagement than macro influencers.” This means more people who are seeing their posts are actually engaging with them.  

3. Niche audiences - Using Micro influencer marketing allows brands to easily and quickly find the people who want their product because of the niche audiences. Brands gain access to a community that is genuinely interested in their product.  

4. Localization and Global Reach - Effective localization builds trust and avoids cultural mishaps. Brands can easily move throughout different regions and cultures with the help of influencers to reach new audiences.

5. Affordability - 44% of marketers believe that the biggest benefit of working with a micro influencer is that they are less expensive. This is especially great for smaller brands that may not have as large a marketing budget as some of their competitors. It’s also great because it can still achieve high-impact results.

Why is it working?

Micro influencer marketing is working right now because it feels real, and it feels like people have a choice in what is marketed to them.

People seem to be tired of constantly being marketed to, especially for products they aren’t interested in. On top of that, consumers are becoming more sceptical of products and services that are marketed towards them. If we’re being honest, the original influencer marketing strategy isn’t reaching customers the same way anymore.

People are opting out by leaving and creating new ones that are smaller, without them, or just ignoring them completely. The Business of Fashion states that young consumers are becoming great at “tuning out the noise.”

The people in those spaces, the micro influencers, the creators, and experts have built trust in their online community, where if they recommend something, people will believe them. They have shared the good, the bad, and the ugly with their audience. A connection has been shared.​

Micro influencer marketing relies more on the creator connecting with their audience. It can be through engaging storytelling, sharing bits and pieces of their real life, or showcasing their everyday lives.

Whatever it is, the core of their content feels relatable and authentic. People tune in for “Story Time” and are ready to be with them for their “Day in the Life as a Creative Strategist”

Micro Influencers are already in the rooms you want to be in. Why not use them to help you out?

How to Find the Right Micro Influencer for a Marketing Campaign

The best way to find the right influencer for a brand is to look at their own brand goals, values, and target audience.

Having a clear objective or goal when looking for a micro influencer can help guide the search and, later on, help measure the success of the campaign.

Having an in-depth profile of the target audience helps with providing details of the micro influencer to use. Having the same values ensures that both the influencer and the brand can be trusted within the small community that has been built.​

Examples of Brands That Have Used Micro Influencer Marketing

Glossier - Glossier is probably one of the most well-known brands, popular for using micro-influencers. They created a community where people were not only customers but also brand advocates.

They used everyday people to share their experience with the brand and its products, which eventually led to them creating a strong community with the brand.

Warby Parker - Warby Parker is another brand popular for using Micro Influencer Marketing. One of their campaigns, the #WarbyHomeTryOn Campaign, is a great example.

Micro-influencers create unboxing videos and try-on sessions, while also seeking opinions on frame selections. It was a great way to showcase the glasses and the convenience of ordering glasses at home to try on for a couple of days.

Is The Traditional Way of Influencer Marketing Dying?

So, what is going to happen to traditional Influencer Marketing? The answer is nothing. Influencers who have well over 100 million followers are not going anywhere.

There is still a place for them in a brand’s marketing strategy, especially when trying to reach a large audience. The key is to know when to use which strategy and understand how using Micro Influencer Marketing can help leverage a brand. 

Micro Influencer Marketing Is Here to Stay

Micro Influencer Marketing is a great strategy to use if a brand is trying to connect more with its customers, build a stronger community, and create higher engagement with its products or services.

People, not just brands, appreciate the authenticity that comes with micro influencers and the connection that is made with them. It is important to remember that micro influencer marketing has a place in your marketing strategy and not to count it out.

🪽 Written by Kaila Williams