Micro-Influencers: Quality Over Quantity

Why smaller reach can still mean big success

When it comes to influencer marketing, companies are no longer focusing exclusively on the big Internet stars. Instead, they’re showing more and more interest in profiles with small, yet very loyal and active groups of followers – micro-influencers.

Who and what are micro-influencers?

The definition of 'micro-influencer' is pretty vague – some say it means 250 to 5,000 followers, others say 1,000 to 10,000. We don’t attach any particular number to micro-influencers. In some circumstances, there can be very interesting micro-influencers in niche areas with as few as 250 followers.

The important thing is that micro-influencers can achieve high levels of engagement:

  • As opinion-leaders they reach a specific target audience
  • Their followers view them as experts in a particular subject area
  • This results in a very high degree of credibility.

The bottom line: Micro-influencers are excellent at reaching very specific target groups.

Why does it pay to work with micro-influencers?

Influencers have become an indispensable part of social media. They’re highly persuasive, but at the same time, the distance between them and their followers becomes bigger and bigger as they become more well-known. Micro-influencers, on the other hand, are in close contact with their followers:

  • Their followers are especially loyal and love to interact
  • They generate higher like rates
  • They tend to achieve longer-lasting effects than macro-influencers who promote a wide variety of products, making them less authentic

Micro-influencers get their followers to really engage with the brand or the product. This is what makes them, especially bloggers, so great at addressing those products and topics that may require some deeper explanation.

What are the advantages of a campaign with micro-influencers?

The advantages include not only their high engagement rate, but also the trust factor they enjoy within their communities. Personal interaction and loyalty from followers speak in favour of including micro-influencers in campaigns:

  • They provide authentic content
  • This content resembles a personal recommendation between friends
  • This can be done even on a small advertising budget

Micro-influencers are perfect for campaigns that need to come off as especially authentic without costing too much.

Micro-influencers, macro-selection

Micro-influencers usually only work with corporations if the “chemistry” between the brand and the influencer is right and the product being advertised fits their own profile and that of their audience. What this means is that it’s necessary to find the right micro-influencers from the large selection of profiles available.

One good way to approach this is to look at what they’ve already posted to get a basic idea of how the micro-influencer works. This makes it possible to evaluate how a possible future collaboration might look.

Here at SeedingUp, we’ve got many years of experience working with influencers, which has allowed us to establish a large portfolio of bloggers and YouTubers with lots of reach, all the way down to popular niche channels. We’re happy to guide you through the entire process, from selecting the right candidate to the final execution of your micro-influencer campaign.