The short answer to this question is that micro-influencers are influencers with fewer followers, let’s say 10,000 – 20,000 rather than 100,000 – 200,000, and yes, they are effective. Why is this? While it may be easy to think that influencers with a larger following would be more effective, this isn’t always the case. Micro-influencers have a very engaged following in their specific market. If their market fits your brand, it could be a partnership made in heaven! We’ve put together some examples of what makes micro-influencers effective as faces for your brand.
1. They are authentic and real
For micro-influencers, their content is their dream coming to life. They take time to craft content that is authentically them, and they share real-life stories and products they believe in. Their followers will put a lot of worth in what they say because they are an influencer they can connect with and see as their friend rather than a celebrity.
2. They will be more cost-effective
This reason alone may make some brands excited about working with a micro-influencer. With a lower follower count, they are less expensive to work with. This makes them a great option for brands that are just starting out or as ways to get their feet wet working with influencers.
3. Their audience is engaged
The audience of a micro-influencer may have found them more organically, which can help you as a brand. Their audience trusts what they promote, and they have probably been around long enough to at one point get a reply or a comment “like” from the influencer. With a smaller audience, it’s easier for the micro-influencer to communicate and engage with their followers. This can come in handy when it comes to answering questions about your product!
4. They’re in it to win it
Since they’re still making their way up the influencer ladder, micro-influencers do what they can to get the job done. They want you, the client, to feel comfortable about investing in them as an influencer. To them, you’re not just another brand. They take their job with you seriously and they want to do a great job being the face of your product.