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A few reasons why you should be working with Micro-Influencers



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A few reasons why you should be working with Micro-Influencers

We've all heard about influencer marketing, so we know it's nothing new in terms of bring in traffic and getting some sales.  Using an influencer in your marketing campaign dates back all the way to the 1700s, so we know it's worked well and will be here for a while.  How many times have you seen a baseball, basketball, or football player on the front of a box of cereal?  That's influencer advertising at it's best, and I'm sure that cereal sells a lot more product with a professional sports player on front of the box.

Infleuncer marketing is nothing new, we see it all the time on TV and even hear it on the radio.  Commercials will have celebrities talking about how a certain car is amazing or what makeup to use, and they're doing this because they get paid a lot by the product owner.  The product owner knows if they have a big familiar face in the commercial they're going to sell a lot more because if the celebrity they like endorses the product, why shouldn't they be purchasing it for themselves?  Right?

Social media, on the other hand, has given rise to a slew of new influencers and the majority of them are not celebrities.  These influencers are just your average joe posting quality content about a specific industry or niche and letting everyone know what they think about specific things.  They may not even give their opinions on things like products or services, they may just post general information and the person reading has to give their own opinion lol.

The only problem with social media influencers is that some of them don't know how much to charge, which means they usually charge too much.  They figure "Hey, I've got 1million Instagram followers in the fashion niche.  I can sell a single 24 hour post for $10,000!" and they will probably get that money from bigger brands, but they won't usually get a second payment for many reasons such as low engagement, inflated numbers, there wasn't an increase in sales, etc.  This is why a lot of advertisers are turning to micro-influencers, the people who don't have a massive following that could simply be inflated.  They're more trustworthy and the results after an advertising campaign tend to be better than with a big influencer.

Here are a few reasons why you should look into micro-influencers:


They're more affordable
A celebrity endorsement is most definitely the best thing you could get for your business or product, but if you don't have a million dollars to throw at them, you can kiss this dream goodbye.  Celebrities usually have a devoted following and they will make purchasing decisions based on what that specific celebrity says.  If they celebrity says they love this new line of makeup [makeup website URL here] and everyone should try it out, then people are going to flood to that website and purchase what they can get their hands on.  This is a great thing when you can afford it, but most people can't throw this sort of money around and that's why it's smarter to focus on the micro-influencers instead.

A micro-influencer is the same thing as an influencer, just smaller, duh!  They tend to have a smaller following, but that doesn't mean they are less devoted.  In recent studies it actually shows you get a better ROI when working with a micro-influencer compared to a big one that has millions of followers.  This is because their posts get seen more often by their followers and the posts are more genuine.

Since the influencer is smaller than a celebrity, you don't have to pay as much to get a promotion running.  A celebrity may charge you a million dollars for a shoutout on social media, a massive influencer may charge you $10,000 a post, but a smaller influencer with 100k or less followers may charge you $100 for a post.  So by working with the one small influencer, you're saving an exponential amount of money.  You could pay 100 micro-influencers $100 and get in front of 10,000,000 people or you could pay 1 major influencer $10,000 and get in front of 1,000,000 people.  Which do you think is a better option for your advertising budget?  lol A few reasons why you should be working with Micro-Influencers

Obvioulsy my numbers are just for example purposes.  You could be paying $25 a post or even $500 a post.  But the studies have shown that working with a micro-influencer, or multiple ones, is always a better investment in the long run A few reasons why you should be working with Micro-Influencers


People see micro-influencers as more authentic
I touched on this briefly in the beginning of the discussion and it's very true that people will see a micro-incluencer as more authentic.  This is because they see the influencer as someone who is just posting quality content about a product or service and not getting paid for it, even though they very well might be.

Micro-influencers tend to have a more hands on approach with their posts, unlike celebrities who have a team doing it for them usually, and this shows when someone is building up a profile.  The styles and trends tend to stay the same as well as the writing styles of each post.  People can tell when someone is being authentic, and this will build trust over time.


It's easier to engage with a micro-influencer
How many times have you thought "Hey, I can just PM this celebrity on their Instagram account and get a response within 24 hours!" probably never, because it won't happen lol.  With a micro-incluencer you can actually talk with them via private message or email and they will likely get back to you in a reasonable time frame. 

People like to ask questions about a product or service before they decide to purchase.  This is one of the reasons that big brands are turning away from celebrities and working with micro-incluencers, because the influencer actually responds to the people asking questions.  A celebrity already has a full work load and can't get on social media all the time to engage with their following, an neither can their social media teams.  This only results in the followers loosing trust with the celebrity and moving over to a micro-incluencer who does respond to questions.


Micro-influencers don't require a contract
If you're trying to work with a celebrity and having them be your influencer vis social media or any other outlet, you'll have to go into a contract with them over the course of a year or longer.  They require contracts because they want to be guaranteed a certain amount of income over an undetermined amount of time.  You might have to do $500,000 in advertising with them each year for them to even think of working with you, and many smaller companies can't do that.

With a micro-incluencer, you don't need a contract like this because they are more than happy to do a one time business deal with you.  You can pay them $XXX for a single post and be on your way if it doesn't pan out.  You'll likely have to post multiple times to the same influencers profile in order to build up your own trust with their following, but that's pretty normal. 

A micro-influencer doesn't require a contract because they aren't usually in the business to make money through social media.  They post quality content and people flock to them, they're not doing it to get rich.  This means you can save money if you work with micro-influencers since they aren't trying to take every penny you have in order to post something for you A few reasons why you should be working with Micro-Influencers



In Conclusion
Micro-Incluencers tend to be a friendly bunch of industry semi-leaders and will only grow over time.  It's smart to start working with them now, and building a business relationship with them now will help out immensely when you go back for another wave of advertising with them A few reasons why you should be working with Micro-Influencers  Micro-Influencers tend to have a more devoted following because they are genuine when posting and engage with anyone who is commenting and messeging them, so stick with the micro-incluencers and watch the profits rolling in A few reasons why you should be working with Micro-Influencers



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Razzy

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overcast

I have found out that microinfluencers seems to have learned from their experience. And there seems to be lot better on the authenticity. For example I know few channels on youtube who have less than 10K subscribers. But they are more legit. And they know how to make the most out of the content. So it can be seen that it can be really good in terms of the influential content. So it all depends on how you let these people promote the brand.




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TommyCarey

Yeah, micro influencers tend to take more time on their content than bigger ones. They are doing their videos to help people out, not just to get views like the bigger influencers are, and that's why they are more valuable to use in the masses compared to a few large influencers online.

It all depends on the platform I'm targeting if I will determine someone a micro influencer. If it's YouTube, then anyone under 100,000 subscribers tends to be a micro influencer in my mind. If I'm on Instagram, I'll look for people who have 25,000 to maybe even 50,000 followers and see them as a micro influencer.

It also depends on the niche I'm targeting and how much I want to spend, because the clothing and beauty niche is always going to be expensive even if you're working with a micro influencer while a gaming niche might be much cheaper because people are building those profiles for fun and not necessarily profits.




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Corzhens

I am quite confused so may I ask this question about the influencer. Isn’t it that influencers are used for advertising because of its big following? So if the influencer has 10k followers versus one that has 100k followers then there is a big difference that I will still say the bigger influencer has a decisive edge and maybe more cost effective. I am speaking with the statistics and probabilities that 100k can give more than the 10k using a fair ratio vis-à-vis cost.




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overcast

Biggger influencers are managed to buy the followers. In case the smaller ones earning them with content. So though people choose big one. but reality is small one has better content. and that is often ignored. so that is one more reason people should be considering to work with small influencers too.




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amelia88

Affordability is always a consideration, and ease of contact of course makes things much easier. I find that if someone is easy to contact and easy to deal with, it always makes the interactions so much more pleasant and convenient - and if I'm hiring someone for work purposes those are two important factors for me.




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TommyCarey

Definitely, money is always going to come into play when you're trying new marketing methods out. I like using micro influencers when I'm branching into a new niche. I'll use them because I won't be spending as much money as I could be on a big influencer, I'll be able to get an idea of the niche and how it responds to that platform I'm getting my advertisements to, and I will be able to see if some sales are coming in before my 4th or 5th post and I wouldn't have spent $1,000 like I would have with a big influencer.

I'm basically taking baby steps into the new niche and influencers for that niche by working with anyone that has a smaller following. I save money, I'm not risking too much, and I can track everything easier with micro influencers A few reasons why you should be working with Micro-Influencers




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Kakashi2020

I agree micro influencers are good marketing tools specially for targeted niches. All you have to do is seek out a good Traffic loaded social media site like a group or a page and just talk to the admin or owner and offer him an amount to advertise your brand or to market it to his site members.




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TommyCarey

Contacting the admin or website owner to get an ad on their website is just a form of banner advertising, not so much influencer marketing, but it does work very well A few reasons why you should be working with Micro-Influencers

One of my best ad spots a few years ago was obtained because I did a whois search on a domain that didn't have a contact page, probably because they ran an automated service that was free and didn't want 1,000 emails a day clogging up their inbox, but I found their personal email and contacted them directly. We worked out a $250 a month deal for advertising my banner on their site, and I think I made $5,000 a month off of just that one banner each month lol A few reasons why you should be working with Micro-Influencers




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vinaya

I have a journalist as a friend on facebook. He works for the largest selling newspaper company in the country. I also have a teacher as a friend on facebook. He is associated with numerous schools and colleges. He has a great fan following. While people like these are not celebrities that can influence a lot of people. If I can use them for my marketing campaigns, I might generate a lot of traffic and hopefully sales.




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Corzhens

We have some celebrity friends and one popular celebrity among them has been earning so much from her endorsements. Just to have her photo for endorsement is already big money so the small businesses turn to her for a friendly sponsorship. For example, a small restaurant would pay her just a small amount in return for her photo that she is eating in that restaurant. Of course, the food is on the house and she can bring many friends or relatives. With that kind of endorsement, I think that restaurant gained a big benefit from her endorsement.




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Kakashi2020

Getting some legitimate Micro Influencers to work for you is a good deal because they're cheaper and they could definitely deliver a continuous flow of traffic. It's best to pick the experts on a preferred niche and relative niches to your site.




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jpk0007

Well, that is very true the Micro influencers definitely do have a great amount of goodwill and a loyal set of followers who will take their advice seriously in relation to the field of there expertise. Although the big names will have a very big following and a bigger fanbase, they would never be in touch with there followers. The micro influencers work very hard to nurture their contacts and build trust over a period of time. Working with the Micro influencers will definitely be a very smart move to increase the profits of our business




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