Marketing with micro influencers is becoming more and more relevant in digital advertising campaigns, it is considered one of the best ways to generate quality traffic and achieve sales.
This is due to different factors, but mainly because their behaviour towards their followers is closer and more attentive, since they see people in their market niche as equals, people like them, passionate about a specific topic.
If you think about it for a moment, this makes a lot of sense, since people believe, interact and trust more in people who are willing to dedicate even a minimum amount of quality time to us. Without a doubt, being listened to or cared for in an honest and disinterested way makes us feel more affinity, authenticity and empathy.
By giving followers the possibility of commenting on the publications, and in many cases obtaining a quick response from the influencer himself, it was possible to increase the engagement rate and the participation rate, which ended up promoting this type of marketing.
It was then that, despite having small audiences, micro-influencers began to be more attractive to brands, as they began to recognise the value of the commercial influence of these social leaders.
They understood that they achieved a greater connection with a specific audience that was more open to taking into account their buying advice and advertising messages, compared to the messages of well-known celebrities with millions of followers and larger market size.
In this article we will explain everything about them and why it is important that you take them into account when applying your marketing strategy on social networks and improving the image of your company.
Before knowing why this type of profile is so effective in increasing the level of influence towards potential clients, it is necessary to understand what the term means, and who could be considered “micro influencers”.
Micro influencers are influential people who are very active on social networks, but who still have a “small” community of followers, they specialise in generating content on a specific niche through their social profile.
The most relevant characteristics of micro influencers are:
- They have around 10,000 followers on at least one of their social profiles.
- They are content creators, thus influencing purchase decisions and have much closer relationships with their followers due to their authority, knowledge and connection.
- You can find them in practically any sector, theme or market.
- They are accessible to any type of business.
- They are an excellent option for proper brand management.
It is very common to see a high quality of content in their posts and they use hashtags efficiently, since they know very well how to identify who their buyer persona is.
Nano influencers are influential people with communities of less than 5,000 followers, a large part of the users that exist in the RRSS are in this category, since without knowing it, every person with a social profile is a natural influencer, since it influences their circle close to family and friends.
Micro influencers are mostly people specialised in a specific field and have managed to develop a very close community that generates a large number of likes. His number of followers is usually around 10,000 and in some cases reaches 100,000.
A macro influencer is characterised by having a community of more than 100,000 followers. Their large audience allows them to benefit from great visibility and reach.
A mega-influencer is a content creator who has already surpassed one million followers.
Micro-influencers present themselves as more authentic influencers, their posts are not as “commercial”, they are perceived as more natural, their interactions are more genuine, and therefore, they enjoy greater credibility in their messages.
Below, we explain the main reasons why brands prefer to work with them:
They are “real” people, they know what their audience likes, they apparently lead a normal life, they are not famous outside their community and they do not use the monetisation of their account as their main source of income, which makes them accessible and open to receive business proposals.
Some of them are not even considered influencers yet, so there is more flexibility for negotiation between both parties, even many of the influencers approach the “trending brands” that they consider interesting, in order to propose collaboration agreements.
The more specific the niche in which you are specialised, the more engaged your audience tends to be, the belief that “the more followers the better” does not apply in this case , since the more they have, the more dispersed their audience is, and therefore so much less engagement.
They seek to offer their followers quality content, so they tend to advertise only with brands that can offer value to their subscribers, it is very likely that you will find them within the same community and even sharing your content.
Working with micro influencers can be cheaper, they get to interact with a greater number of people since they have fewer followers, that is why brands can afford to experiment and try new techniques with them.
Agreeing with macro influencers on a long-term business relationship can imply many conditions for brands, in addition to a fairly high investment. However, collaborating with micro-influencers is better, as they tend to be more receptive to long-term commitments.
If your company or brand is looking for effective and quality collaborations with micro-influencers, the DRIM team can help you.
Currently within the industry, the purchase of followers including interactions has become a normal practice, this is due to the fact that marketing with influencers has given a lot of weight to the number of followers in social networks. On the other hand, with micro-influencers you don’t usually have this problem, since they don’t tend to prioritise this metric and focus their efforts on creating a “real” relationship with their audience.
In recent years, companies have opted for influencer marketing, which has made the price to create guidelines with these personalities increasingly expensive and brands have to compete to be chosen. On the other hand, in the market for digital micro-influencers, competition is less and it becomes easier to carry out negotiations with them.
Influencers often promote products in an inorganic way, without really connecting with their community. But on the other hand, micro influencers specialise in niche markets and know them in more detail, so they will only be interested in brands that genuinely represent them.
A single campaign with a mega-influencer can be very expensive and will possibly exhaust the budget of a brand’s digital strategies, since it is an environment with a lot of competition. Working with micro influencers allows you to diversify money with different profiles and actions, exponentially multiplying conversions.
The large number of promoted posts and the huge lack of authenticity in the content can cause users to reject this type of advertising, since they have begun to perceive it as “spam”. On the other hand, profiles with fewer followers tend to work with very few brands, which leads to much more authentic and profitable campaigns.
At DRIM we can help you develop a marketing strategy with micro influencers oriented entirely towards obtaining results.
As we have mentioned before, micro-influencers enjoy the privilege of having a community that is more receptive to their advice and purchase recommendations, each follower is different, and together these people are the basis of their business and the source for future contracts.
This is the main advantage that a micro influencer has over other content creators with a greater number of subscribers, and that is that despite the fact that they may lack experience, these content creators have understood that they need to create and deepen that connection with the user. in order to discover their needs and consumption inclinations.
If you want to have commercial success and a high conversion rate during a digital influencer advertising campaign, it is essential to work with a content creator that is correctly aligned with the values and objectives of the brand.
Then comes the execution of the digital plan.
To find the micro influencers that best fit your digital strategy, we recommend you follow the following points:
- influencer category
- account niche
- content scope
- Interactions per post
- Philosophy or values of the person
DRIM is a Direct Response Influence Marketing platform that connects influencers and advertisers. We conduct negotiations with both parties to develop a strategy focused one hundred percent on results.
Our experience in more than 400 international campaigns together with the analytics incorporated into the platform allows us to optimise the performance of the campaigns and thereby achieve the best results for both parties.
We offer proven solutions to increase the competitiveness and reach of any type of product or service while rewarding in the best way the fabulous content creators who collaborate with us.
They are influencers who have a small following of around 10,000 on at least one of their social profiles. Although in some cases they have up to 100,000 followers. They are characterised by having a greater interaction with their community, and this means that their content has a greater impact on the decision-making of their subscribers.
They must be aligned with the values of the brand they represent and direct their message towards their potential consumers, they are usually found among the company’s own community of followers or on specialised platforms.
DRIM is without a doubt the best, since we take care of profiling micro-influencers of all kinds of niches based on their quality, values, interactions, platforms and extensive experience in the industry.
For us, the most important thing is that both brands and influencers achieve their goals by working in a long-term and trusting relationship.
Yes, it is currently one of the most effective strategies when it comes to positioning a product or service, since these types of influencers enjoy greater credibility from their audience; Consequently, they achieve higher conversions and lower rates of economic outlay.
It is a new digital advertising strategy that consists of achieving collaboration between brands and micro-influencers with great credibility and prominence in social networks.
