The rise of social media influencers is undeniable.
Yet, what’s up with this surge in brands linking up with micro-influencers?
The rise in micro-influencers is interesting to note because it seems these scrappy, relatable personalities are beginning to capture the attention of brands big and small—and are driving results.
In fact, once Instagram followers exceed the magic 10,000 mark, engagement starts to flatten out. (Sorry, Selena Gomez.)
Is the hype deserved?
Not only are micro-influencers more accessible from a price standpoint (top influencer Bella Thorne said she gets $65,000 per post), they can drive higher engagement than influencers with wider audiences.
In addition to social media actions, they’re driving purchase decisions. A whopping 82 percent of consumers are more likely to take recommendations from micro-influencers than the general population.
This is largely because they’re an involved part of their community. With a smaller pool of fans, it’s easier for them to create individual relationships and regularly respond to comments. Accordingly, this makes their communities feel special and valued.
Just as people are more apt to value advice from a friend, micro-influencers feel like friends to their followers and are therefore more influential.
Also, many micro-influencers are laser-focused on the authenticity of their feeds. They won’t promote a product or service they don’t love, or at least haven’t tried. Fans appreciate their candor and respond in kind.
Erin Good, a food and fitness influencer with 17,000 Instagram followers, said: “I turn down collaborations that aren’t consistent with who I am. You’ll never see me post about beer because I don’t like it. I stay true to myself, and my fans appreciate that I keep it real and honest.” – Read more