Micro-influencers are essential for successful word-of-mouth campaigns that expand your user base as they genuinely promote the brands they write about across a wide range of industries – from health and wellness to beauty and food and everything in between. As a result, their followers are more inclined to take their recommendation seriously. That’s because micro-influencers, as opposed to mega-influencers or celebrities with millions of followers, have smaller yet more engaged audiences.
With these more engaged audiences, they are instrumental in building consumer trust in a product or service. Brands are now using them, measured in terms of their social media influence, to engage their audience and communities.
Let’s take a look at some of the research that backs up the advantage of micro-influencer recommendations and campaigns:
- 82% of consumers are “highly likely” to follow recommendations from micro-influencers (Experticity)
- Micro-influencer campaigns have reported a success
rate6.7 times higher per engagement than influencers with larger followings (HelloSociety)
- Micro-influencers with 2,000 to 100,000 followers are able to charge between $137 and $258 per Instagram post; whereas those with followers of over 100,000 can demand up to $1,000 for one (Influencer.co)
- 40% of Twitter users purchased a product as a direct result of a tweet from an influencer
Why Micro-Influencers Deliver Such Great Results
With no overhead or management hanging over them, micro-influencer marketing, unlike macro influencer celebrities, can be cost-effective and simple for companies to plan and carry out. In addition to having real authority like word-of-mouth marketing, these micro-influencers are able to deliver engaging content which establishes credibility with their followers. Since these micro-influencers have smaller yet more engaged audiences, it is easier for them to inspire consumers to act.
For example, take an ad for Zara in 2015 that used top micro-influencers from the fashion industry to communicate to their
In addition, These influencers had both the local community and the credibility to execute successful marketing campaigns. Another ad campaign for Zara in 2018 took a different approach, using 100 micro-influencers from the fashion industry on Instagram to advertise Zara’s latest clothing lines.
These top fashion influencers were given free clothes from the company and encouraged to wear and post the clothing and accessories. These influencers were required to have at least 200 followers.
The result was that in 2018, Zara was one of the top performing brands on social media, with $59 million Earned Media Value (EMV) achieved mostly through organic mentions.
Optimizing Micro-Influencer Campaigns
If your company wants to make the most of its micro-influencer campaign, here are a few tips to consider:
- Encourage micro-influencers to share stories rather than directly promote products.
- Continue micro-influencer campaigns regularly rather than a hit-and-run strategy.
- Consider developing campaigns that showcase user-generated content across multiple platforms.
The right selection of micro-influencers combined with the right campaign can have impressive results.
Remember, 74% of micro-influencers engage in social media conversations, with the end result being a serious recommendation.
Advanced recommendation engines leverage the power of these micro-influencers to automatically convert them into brand ambassadors and advocates.
Powerful influencer marketing solutions such as VOCO do this by actively engaging shoppers at the exact moment they are most excited about the product or experience, and getting them to rate and recommend products to members of their social circles. It uses cashbacks to incentivize these shoppers and their friends to continue rating and recommending – driving viral sales.