A Short and Sweet Guide to Micro-influencers

by Katie Jones

Has a celebrity ever convinced you to buy something?

4th August 2023

Before 2020, there appeared to be an unstoppable upward trajectory of influencers on social media, with the likes of the Kardashians and Chrissy Teigen promoting anything and everything online, from hair gummies to IV drips...

However, in recent years, there has been a huge shift away from this as consumers are favouring a more authentic and meaningful connection with influencers – enter the micro-influencer.

As we predicted earlier this year, micro-influencers have taken social media marketing by storm, winning over consumers by prioritising authentic and meaningful connections over traditional celebrity endorsements.

What exactly is a micro-influencer?

Quite simply, a micro-influencer is an individual with a relatively small but engaged social media following base that shares the same niche or passion.

Influencers are typically broken down into four categories:

  • Nano-influencers: 1K–10K followers
  • Micro-influencers: 10K–100K followers
  • Macro-influencers: 100K–1M followers
  • Mega or celebrity influencers: 1M+ followers

Micro-influencers are relatable, genuine and trustworthy - three things that are pretty handy when it comes to influencing. Brands have come to realise that partnering with micro-influencers can be a game-changer. Not only do they offer a more budget-friendly option, but their content is also tailored to suit the tastes and preferences of their dedicated followers. It's like word-of-mouth marketing, but on a much larger scale.

Macro-Influencers Vs. Micro-Influencers

Sure, micro-influencers might be easier to relate to and more trustworthy, but how do they stack up against the big dogs?

They say bigger is better, but in the case of influencer strategy, we think the opposite could be true.

You might think that a smaller following means less engagement, right? Surprisingly, no! Micro-influencers have been proven to bring in a higher ROI. In fact, 82% of survey respondents said they were highly likely to follow a micro-influencer’s recommendation.

Micro-influencers on average also generate up to 60% more engagement than macro influencers. This can be pinned down to the fact that these mini-celebrities still have the time to talk, respond and bond with their following on a daily basis, fostering a much more genuine connection with their audience.

Ultimately, the decision of whether or not to work with influencers depends on your brand's goals and budget.

If you're looking to reach a large audience and generate a lot of buzz, then working with a celebrity or macro-influencer might be a good option. However, if you're looking to reach a more targeted audience and build relationships, then working with a micro-influencer might be the better option.

How to find micro-influencers

If you’re sold on the idea already, here are a few tips on how to scout them out:

 Use popular hashtags relevant to your niche: This is a great way to find micro-influencers who are already posting content related to your brand.

Look for local micro-influencers: If you're an upcoming local business, it's a good idea to work with micro-influencers who are in your community.

Search your existing follower base: You may be surprised to find that some of your followers are already micro-influencers.

Check industry forums, social media groups, and blogs: Online forums and social media groups are a great place to find micro-influencers who are active in your industry.

Leverage influencer marketing platforms: These platforms can filter influencers based on criteria such as follower count, demographics, and interests.

Final thoughts

With their niche customer base, working with a micro-influencer can give your brand access to a targeted demographic. Not only is it healthier for your wallet, but it can also build brand trust in a more authentic manner.

Micro-influencers aren't just peddling products; they're building communities. And within these communities lies a treasure trove of engaged and enthusiastic consumers eager to trust the recommendations of someone they admire and respect.

By leveraging our online network, we discover the perfect micro-influencers who seamlessly align with our client's marketing strategy and core brand values.

If you're looking to improve your influencer marketing strategy, but don’t know where to get started, get in touch with us today.