Power of Micro-influencers: Why You Should Consider Micro-influencers in Your Marketing Campaigns

17th July 2023

According to a recent survey,  82% of customers said they would follow the recommendations of a micro-influencer. In recent years, the creator economy has been a major drive for reaching audiences and driving consumers to take action by brands. However, the new trend to effectively drive brand awareness and loyalty is by working with micro-influencers over macro-influencers. 

Who are micro-influencers?

Micro-influencers are individuals with a small but devoted following on their social media channels. Their numbers typically range from a few thousand to a hundred thousand. Micro-influencers have a niche and narrowly focused audience than macro-influencers, who have enormous followings in the millions. They are known to build genuine relationships with their followers, and this niche aspect has a great influence on their success as brand ambassadors.

Why should I collaborate with micro-influencers?

There are many reasons why you should collaborate with micro-influencers, especially knowing that 49% of consumers depend on influencer recommendations to make buying decisions, and 60% would buy a product if promoted by an influencer. Below is Gottabe!’s 5 top reasons why you should consider collaborating with micro-influencers. 

  • Brand Authenticity and Relatability

The authenticity and relatability of micro-influencers are one of the main benefits of working with this class of influencers. Micro-influencers frequently come out as more real and trustworthy to their audience because of their smaller following, and this in turn, helps brands to connect with their consumers on a deeper level rather than appearing far away. Top brands like Lexus have achieved their marketing goals by working with micro-influencers. One thing to note about micro-influencers is that they have established a devoted following based on similar values and interests, which forges a close relationship between the influencer and their followers.

Micro-influencers’ recommendations are viewed as more sincere and individualised when they support a brand. The likelihood of audience engagement and conversion is increased by the way their content frequently appears more like a friend’s recommendation than a sales pitch when compared to macro-influencers. This sincere connection contributes to the development of trust, which is crucial for a successful influencer marketing campaign.

  • Targeted Reach

While macro-influencers may have a sizable following, they may not have a reach that is as targeted or relevant as that of micro-influencers. Micro-influencers frequently concentrate on niche areas like fitness, fashion, gastronomy, or travel. Through this niche approach, brands may engage with a target market-aligned audience that is extremely relevant and engaged.

Brands can reach a pre-existing group of people who are truly interested in their product or service by working with micro-influencers who have a devoted following in a particular niche. This targeted reach ensures that brand messages reach the right people, increasing the chances of driving meaningful engagement, brand awareness, and conversions.

  • Cost-Effective

One of the biggest advantages of working with micro-influencers is that it can be a cost-effective strategy, especially for brands with limited budgets. Ideally, because micro-influencers usually charge less than macro-influencers, smaller brands, and startups find it simpler and more cost-effective to collaborate with them.

Additionally, micro-influencer campaigns may produce higher returns on investment (ROI) due to their engaged and loyal followings and engagements. Studies have shown that compared to macro-influencers, micro-influencers often have higher engagement rates. By focusing on quality interactions with followers rather than just reaching through micro-influencers, brands may get better results while working within their budget.

  • Enhanced Engagement and Authentic Content

When it comes to engagement, micro-influencers have a unique advantage. They can maintain closer ties to their audience and reply to comments and direct messages more effectively with a smaller following. This two-way communication encourages a deeper level of engagement and enables brands to communicate with target customers directly.

Also, micro-influencers frequently work as content producers, so they are knowledgeable on how to create interesting and authentic contents that resonate with their audience. They are aware of the preferences of their audience, and their followers connect with the content they provide. Brands can make use of this expertise by working with micro-influencers to produce content that feels natural and seamless, therefore driving increased engagement.

  • Long-Term Relationships and Brand Ambassadors

Building long-term relationships with micro-influencers can be incredibly beneficial for brands. Working with micro-influencers over a prolonged period enables greater brand integration and continuous promotion when compared with one-time relationships with macro-influencers. This consistency deepens the connection between the influencer and their audience, increasing the impact and recall of the brand message.

Additionally, micro-influencers frequently develop into brand ambassadors. They genuinely connect with the products or services they endorse, and their enthusiasm can be clear through their content. Some of these micro-influencers can also serve as face-to-face brand ambassadors who understand your audience and are always ready to represent your brand and attract audiences. Click to read more about how brand ambassadors can improve your brand awareness Click to read more about how brand ambassadors can improve your brand awareness. The genuine relationship being built by these influencers often creates a ripple effect as their followers trust their recommendations and are more likely to convert into loyal customers for brands. 

Micro-influencer marketing offers a compelling opportunity for brands to cut through the noise and relate with their people in a genuine and engaging way. The relatability, sincerity, and focused audience of micro-influencers offer a vantage viewpoint that can open up innovative possibilities for successful campaigns. In this ever-evolving digital era, it is crucial for any business that wants to succeed to harness the power of micro-influencers and use this to drive growth. 

Do you need help with collaborating with micro-influencers that can help you achieve your marketing goals? Then you should click here to reach GottaBe!’s friendly solution-driven experts to work with you.