The world of marketing has been significantly disrupted as social media has become a vital part of our lives. When it comes to 2022, everything is reset following the COVID 19 pandemic, which began as a trend and turned into a business plan. Brands rely on influencer marketing more than ever before, much like mainline marketing. According to research, 2021 was the year of enormous influencer marketing development, as influencers’ investments across social platforms were awarded. The benefits of spending money on influencers are numerous: you get to harness a targeted and dedicated audience to create leads, improve sales, and raise brand awareness—in other words, it’s quick and effective.
As the culture of engaging with influencers gained popularity, micro-influencers as a new category found relevance. A micro-influencer has niche followers between 10,000-and 100000 with a voice of authority. Over time, micro-influencers have honed their capacity to communicate with their followers. These include a detailed understanding of the qualities and category they operate, which has evolved.
The key attraction is that they offer marketing solutions at a fraction of the cost of celebrities or macro-influencers, not to mention the relative accessibility with which they may be reached. Micro-influencers are also more likely to engage with microenterprises rather than focusing solely on larger corporations.
- More impact within a limited budget
Macro influencers may have a significant number of followers, but the fees they collect are exorbitant, which could significantly impact the company’s marketing budget allocations. As a marketer, your goal should be to minimize costs while increasing CTC, and micro-influencers are the route to go for that. They have higher audience retention rates and interact with their audience more; they tend to form an emotional connection with their audience, which a business may leverage to expand its reach.
- Reliability and need
Micro-influencers can become loyal brand advocates, as their unfiltered opinions and viewpoints give them credibility with their audience. Because of their vast reach, large corporations prefer to collaborate with macro-influencers, which leads to influencers advocating every other campaign. This cast doubt on their authentication of the additional micro-influencers, which are a terrific way for startups and young firms to reach a larger audience and establish a niche segment.
- Rate of engagement
Studies have shown that audience retention is higher for micro-influencers than for influencers with a huge following. This is because micro-influencers are way more involved with their followers, resulting in higher engagement that leads to easy conversion of potential customers for brands. Since working with micro-influencers is cost-effective, brands can expand their reach by working with multiple influencers in different geographical locations across different market segments.
Micro-influencers are a cost-effective and convenient approach to scaling a business by having loyal and relevant followers and a high user engagement rate, as proven by the benefits outlined above. Small businesses can benefit from micro-influencer marketing efforts because they are relatively inexpensive. On the other hand, finding the correct influencer will be a challenge. It’s easier to employ a micro-influencer and fail than it would be to hire a macro influencer and succeed.
Picking the right influencer for your brand can be tricky. You need someone with a large following who aligns with your values and resonates with your target audience. While macro-influencers boast impressive follower counts, create brand awareness, and their engagement rates are sometimes limited than those of micro-influencers. Additionally, micro-influencers are often more niche and have a more targeted audience. This means that brands who work with them can expect a higher ROI for their campaigns.
Views expressed are personal.