Influencers are not all created equal. For example, some influencers boost a significant following over hundreds of thousands of followers. Micro-influencers, on the other hand, generally have less than 100,000 followers. Here’s why brands should NOT shy away from working with smaller influencers. 

What they lack in numbers micro-influencers pack in engagement rates and authenticity. 

It seems intuitive that working with larger influencers would be more beneficial in promoting your brand. In reality, it was shown that micro-influencers boast an increase of 60% engagement rate and over 20% higher conversion rate as compared to more prominent influencers.

Micro-influencer marketing works in helping brands boost sales in part because trust is built between influencers and followers over a period of time through genuine connections or common interests. Because micro-influencers generally partner with brands they love, authentic promotions of products may explain the high engagement rate. Followers are more inclined to interact with a product because it is a recommendation from someone they trust.

Micro-influencers often specialize in specific or niche topics. Partnering with smaller influencers gives your brand access to engaged, niche communities that you otherwise would not be able to access with macro influencers. This allows your brand to reach certain target demographics or audiences more readily than with a big influencer. 

With all the benefits of micro-influencer marketing, how do brands get started with micro-influencer marketing? 
Here is our guide on finding micro-influencers on Instagram. And of course, you can always contact us here at Statusphere to get started with finding talent that works for you!

By Winnie Ou

Nov 27, 2022