With super-uber-mega-celebrity influencers like Kylie Jenner reportedly demanding around $1 million per Instagram post, brands with more modest budgets can easily assume that influencer marketing just ain’t for them. In fact, leveraging the power of influencers is often seen as the reserve of super brands with seemingly endless marketing budgets.
But what if I told you it doesn’t have to be that way? What if I told you that smaller businesses, even start-ups, can benefit from the power of the influencer?
Enter micro influencers!
Micro-influencers are much like they sound. These are often niche influencers with a smaller following than the behemoths in the industry. Some define micro-influencers as those with followers roughly between 10k-100k. Personally, we would say this is more like 5k – 25k – although this varies widely on the platform and niche in which they specialise.
These types of influencer are often much easier for brands to approach and work with.
Don’t get us wrong. If your primary goal is to be seen by as many people as humanly possible, working with a celebrity influencer may be the best way forward. Some studies even suggest that businesses that work with multiple micro influencers may not see the same benefits in terms of reach than when working with macro and celebrity influencers.
So why bother working with micro influencers at all?
The first reason businesses should consider working with micro influencers is due to the fact that they are simply much more accessible. This is for two reasons. Firstly, larger influencers are inundated with messages and requests to partner with brands. This can make it very difficult to physically grab their attention, often leading to businesses having to flash some serious cash to get noticed.
Secondly is the fact that larger influencers will often have agents or talent managers who deal with brands on their behalf. When you have the budget to do so, this can be very beneficial as they can make the whole process run a lot more smoothly. But for small and start-up businesses, this is an extra barrier in the way of working with influencers.
Micro influencers are a lot more receptive to outreach and are less likely to have barriers to access them.
Micro influencers are often experts in their particular niche. This allows brands to not only tap into their influence but also tap into their industry expertise. This can be particularly helpful for brands when sound boarding new products. This is also useful when they are trying to get to grips with what their customers are currently receptive to.
Arguably, micro influencers hold more actual influence over their audience when compared to their larger counterparts. This is because those with smaller audiences are able to more easily communicate and develop relationships with their audience. For larger influencers, this just isn’t humanly possible at such a grand scale.
However, this is only true if that micro influencer ACTUALLY is putting in the time to build those relationships. After all, a smaller following is no guarantee of quality connections. That is why due diligence is always required when working with influencers, whether large or small.
Paying influencers should never be off the table. After all, if they are ‘desirable’ enough for you to want to work with them then their skills are likely to be worth paying for. Yet, many micro influencers will be happy and willing to work with your brand in exchange for other types of value.
This value may be free products. But may also include access to events, early access to new products or exposure to a wider audience.
Working with micro influencers should be part of every brand’s strategy. Larger brands can benefit from working with smaller influencers when combining them with other influencer tiers. This delivers a comprehensive approach to marketing campaigns. Smaller and start-up businesses may find that working with micro influencers may be the only option given restraints on budget. This also allows these businesses to build relationships with up-and-coming influencers. Ultimately allowing the influencer and the brand to support each others growth over time.
Ready to start working with micro influencers? We are experts at helping brands to leverage the benefit of these types of influencer. Get in touch with us to discuss your marketing goals and how we can help.