What Is A Micro-Influencer?
Micro influencers are categorized as such based on the number of followers that they have on any given social platform, be it Instagram, Twitter, Facebook or any of the other main networks. The actual figure however varies; we have seen some use the range of 2000 to 50,000 followers, others 1000 to 100,000 and some even up to 1,000,000 followers. Here at SuperSocialClub, we consider a micro influencer to be an influencer with less than 10,000 followers.
However, beyond the follower count (whatever that may be), they also tend to be more focused and expert on specific niche markets, whether it’s food blogging, travel blogging, fashion or family – as opposed to ‘celebrity’ influencers who are generally hired for their name alone.
Why Are Micro Influencers Important?
Because micro influencers tend to have a real, deep knowledge of the niche that they specialise in, they are often considered more trustworthy, honest, more likely to only promote products and services that they genuinely approve of and have a deeper understanding of what their followers appreciate. The upshot of this is that micro influencers often garner much higher levels of engagement, which is great for potential advertisers.
The pool of Micro Influencers is greater.
Micro influencers can be found practically any niche market you can think of, and there are loads of them. A report by Mention determined that 15.7% of all Instagram users have between 1000 and 10,000 followers, that equates to roughly 157 million users in the micro influencers range, with the potential to work with advertisers.
With the improve engagement rate that we see from micro influencers and the much larger pool to pick from, it can often be more fruitful for advertisers to work with 50 micro influencers for the same price they may well pay one ‘celebrity’ influencer.
Micro Influencers are more relatable.
Audiences on social media platforms like to feel some connection with the user they are following, and if that user is going to work as an influencer and recommend products and services then this connection is even more critical. All to often a traditional influencer with hundreds of thousands of followers can seem disconnected from real life, whereas one that interacts regularly, lives a life closer to that of the audience and is genuinely knowledgeable in the niche can be far more relatable.
A study from Trust Barometer found that relatablity was twice as important as popularity and 61% of respondents said that people who they would categorize as ‘people like me’ were more credible.
Micro Influencers are likely to have better engagement.
The engagement rate of a social media account refers to the figure that determines how much the influencers audience actually interacts with the content, whether through sharing, leaving comments or liking posts.
As already mentioned, contrary to what you may expect micro influencers actually tend to get a higher level of engagement with their audiences, in no small part due to the fact that they tend to hone in on specific niches and create deeper connections with their followers. A report on Grin recently found that influencers with 1000 followers generated an 85% higher engagement rate than those with 100,000 followers.
So it would appear that after a certain level, as follower count increases, engagement rates decrease. Furthermore these micro influencers will tend to interact more with their audience than, say, Jennifer Lopez will with hers, and this closer bond permeates through into other areas of the influencer – follower relationship further improving the all important conversion rate that advertisers are ultimately looking for.
Moreover, other metrics such as reach, followers and like-counts are beginning to take a back seat to total engagement when it comes to what advertisers are looking for. So whilst a micro influencer may well not be able to compete with a full-on celebrity influencer with many millions of followers, engagement-wise they can actually be better performers.
Other evidence to support the argument for micro influencers can be found in the recent study by Markerly. In it, they found:
- Instagram users with fewer than 1,000 followers generated likes 8% of the time
- Users with 1,000-10,000 followers earned likes at a 4% rate
- Users with 10,000-100,000 followers achieved a 2.4% like rate
- Users with 1-10 million followers earned likes only 1.7% of the time.
The graphics below from Markerly clearly illustrate the trend for likes and comments to decrease as follower numbers increase:
Markerly actually concluded with a recommendation that brands look to work with influencers in the 1000 – 10,000 followers range.
Micro Influencers are more affordable.
For small businesses there is no doubt that micro influencers are more affordable, traditional influencers can be prohibitively expensive for many companies whereas micro influencers can often be utilised within the scope of existing advertising budgets. For example a traditional influencer can set you back upwards of $50,000 per post, whereas the average cost for hiring a micro influencer is in the region of $1000. In fact, according to this report 97% of micro influencers charge less than $500 per post. At these rates you could hire 50 micro influencers for the same price as one traditional influencer, potentially increasing the audience reach by a large margin.
How Can I Become A Micro Influencer?
Through some careful planning, hard work and just a sprinkling of good fortune it can be relatively easy to find yourself inside the follower range categorized as a micro influencer. Find a niche that you are genuinely interested in and work on becoming highly knowledgeable about it.
You’ll need to establish an aesthetically pleasing and consistent brand then have this reflect on accounts for all the major social platforms, including a personal blog if possible. Create content that you would want to find if you were looking for information about the niche you’re specialising it, be sure to interact with your audience and try and connect and network with other influencers and content creators in that niche.
Once you have a good footing there are a number of tools you can then leverage to monetise your content and to reach out to potential advertising partners, obviously we definitely recommend you list yourself for free in our own Social Media Influencers Directory right here at SuperSocialClub!
Where Can I Find Micro Influencers?
It can often be as easy as simply using the search on the social network of your choice for keywords relating to the niche you wish to advertise in and spending a bit of time working through the results to find users that meet your criteria. The beauty of most social media platforms means you can see all the important statistics right on their profiles. Make a short list of ones that piqued your interest and set about contacting via DM to see if they would be interested in working with your brand.
You could also save yourself a lot of time and user the Social Media Directory right here on SuperSocialClub. All our members are confirmed looking for brands to work with and you can view all their social platforms, niches, biographies and contact details from one place. Its free to register and free to browse for all members.
Furthermore, you can post details of your social media assignment on our Social Media Assignment board and let the influencers come to you.