The term “mico-influencers” means immediately brings to mind the quantitive qualities, such as the number of followers and social media reach. However, this is a short-sighted view that requires deeper investigation.
Micro-influencers are creators on social media platforms who have more than 50,000 followers. These creators typically build followings around like travel, fashion, beauty, and photography, and cultivate communities surrounding their content. The followers might be on YouTube, social media, or blog posts, and the bottom line is that they’re often more loyal, and engagement-friendly than typical followers. That means you get more traffic to your e-commerce platforms and more conversions. Many micro-influencers interact with their followers or fans regularly and, as a result, they often generate high engagement and active audiences.
Most of the people on social media are familiar with high-profile influencers posting sponsored content in partnership with major brands. But there’s also an opportunity in marketing with smaller influencer tiers and micro-influencers.
Marketing with micro-influencers gives brands an opportunity to reach small and active audiences with tailored messaging. Whereas macro-influencers have the potential to reach millions with a single post on social media, micro-influencers reach smaller-scale followings on social media.
Influencer marketing can be a tricky game. What’s even trickier is justifying the related expense to your management team. What are the measures of success?
ROI: This is probably the most important thing. It determines the return on every dollar spent. No prizes for guessing—the higher the return, the better the ROI. In order for a brand to reach its goals here, it’s important that they select the right portfolio of influencers with audiences similar to the ones which resonate with the product.
Engagement: Influencers are nothing without engagement. The likes, comments, clicks, hashtags, and sometimes even reach are major determinants for campaign success.
Audience growth: Has your social media account grown? Have you got more followers than before the campaign? Have your engagement rates grown? These are some factor while evaluating your audience growth after an influencer marketing campaign.
If it’s done correctly, working with micro-influencers can be great for your business growth. They require less investment, less hand-holding, and have a more engaged audience that can be controlled or utilize for your brand and products.