The world has turned into a numbers game. Popularity and influence measured by the likes on Instagram and the retweets on Twitter. Brands are starting to realize the importance of individuals with a large following on social media, and have rightly dubbed them social media influencers. Social media influencer is someone who has a relatively large following on social media and can help a brand build relationships between them and their followers. However, the cliché is thinking that the best influencers are ones with millions of followers and a lot of likes. Social media has created a brand new category of influencers that don’t have the Kylie Jenner numbers. Micro influencers are social media users generally with 1,000 to 100,000 followers, that are proving to be more influential than we think (Barker 2016).
The biggest reason why micro- influencers are slowly becoming the new kings of the social media playground is their effortless ability to engage with their followers. Bigger is not always better when finding a good influence. Markerly, an influencer marketing platform, conducted a study showing Instagram users with less than 1,000 followers have a like rate of 8 percent. Users with 1,000 to 10,000 followers have a like rate of 4 percent, and users with 1 million to 10 million have a like rate of 1.7 percent.
The percentage of posted comment is around 0.5 percent for users with less than 1,000 followers and users with more than 10 million followers at only 0.04 percent.
To summarize all the data, micro influencers have higher engagement rate than macro influencers or even celebrities. Brands could find that useful when trying to figure out the best way to engage with their target audience.
I would like to think the celebs I follow, know what they are talking about when they promote a brand. They have tried it and it worked for them, and that is how they have remained so Insta-perfect. However, the digital world is all smoking mirrors and sometimes they are just regurgitating what PR practitioner tell them to write.
Micro influencers aren’t celebrities. They are “normal” people who work in niche markets and are considered to be experts in their category. They are knowledgeable and passionate about their work and are considered to be a more credible source. Brands still target macro- influencers and celebrities to promote their products on their social media, but it can come off as fake. Because micro influencers aren’t targetted as much by big corporations their recommendations seem genuine and trustworthy.
A photo is worth a thousand words so for a brand, the right photo could mean huge success. Good content is not always linked to a huge following, and huge following doesn’t mean good content. 90 % of people on the Internet are passive, and only 1% of people on the internet are heavy contributors. Photos posted on Instagram with a celebrity and a brand is BORING!!!. It might lead to a bit of publicity but it will fade away in the social media wind. Micro influencers are bit, more creative with promoting a brand. They will create content on their experience with the brand. One of my favorite micro influencers is hair blogger, Kitan A. She shares videos about different hairstyles, DIY videos and details on the hair, It’s that kind of content that make people stop and want to find out more.
It’s also easier to get micro- influencer to want to promote your brand because they could already be a fan of the product. This means you don’t have to sell the product to the individual, like what PR agents might do for a celebrity. They might bring even more publicity to the brand because they can excite their followers.
- Barker, S (2016). A Go-to guide to Instagram micro influencers.https://stories.buffer.com/instagram-influencer-marketing-fbc6eaa56172#.nplaflfn3 [Accessed March 2017]