Let’s Get To The Bottom Of It
Micro-influencers don’t get enough praise in the world of marketing.
They may seem insignificant due to the preconceived notions that micro means small, but their follower count has nothing to do with their impact, which is nothing close to irrelevant.
Micro-Influencers, according to statistics, have 22.2 times more “buying conversations” per week than average consumers. Almost always, these conversations include recommendations on what to buy.
People that follow micro-influencers are more likely to buy from people they trust, which is a significant factor in the influencer world.
Lately, brands have moved away from using celebrities for their promoting. Why? We’ll get into that.
First, let’s get into what a micro-influencer is, and what a star is in terms of influencing.
What is Micro-Influencer?
Micro-influencers on Instagram are those with about 10,000 to 100,000.
Anyone between 100,000-1 million is considered to be a macro influencer. These are the two most important types of influencers because they are the closest to representing their audiences.
If I had to choose between the two, I would go with micro-influencers, and if I had to choose between a micro-influencer and a celebrity, I would still prefer a micro-influencer.
Why? Well, they are genuine and credible, as well as believable. Micro influencers are usually more community oriented, meaning that they care about their followers. Micro-influencers also engage with their communities a lot more than celebrities do.
Typically, a micro influencer will see an engagement rate of 2.4% or higher. Since they are so invested in their community, people are more likely to listen to what micro-influencers have to say.
When considering an influencer for your brand, you should think about a few things.
First, think about the engagement rates between micro-influencers and celebrities. Second, you’ll need to think about how your brand message relates to the person you’ve chosen.
Then you’ll need to consider what kind of customers you’re trying to attract and which influencers can help you with that.
A lot of brands fall victim to the idea that more followers equate to more likes which relates to more sales, but maintaining sales shouldn’t be your only priority as a brand. Still, need convincing that micro-influencers are better than celebrities?
Let’s get into it!
When celebrities create content, it doesn’t have as much personal information.
People enjoy when they can connect with the people they follow. If the material seems bland and similar to a sales pitch, then most people won’t engage with it.
Some celebrities do create beautiful work, but sometimes it doesn’t fit with what your brand is about. The content from micro influencers already makes sense for the market you’re targeting.
Also, when giving work to micro-influencers, you don’t need to give them much direction.
In comparison, when you work with celebrities, you need to make sure they present your product in the best way possible.
Depending on who you chose, you’ll have to give them a lot of direction. Sometimes, you’ll have to micromanage.
Micro-influencers and ROI
ROI is what every brand is chasing. It’s essential when it comes to creating and approving marketing budgets.
Usually, there’s only one obvious way to measure ROI, which is by seeing the correlation between digital content and sales. When using micro-influencers, you can give them a link that takes the potential customer directly to your page.
Typically, micro-influencers will be able to promote this link for more than 24 hours, which supports a higher ROI.
Celebrities usually only do 24-hour promotions. Sometimes, even less than 24 hours. It’s harder to track ROI with stars because of this.
The only way to track ROI is to create an entire campaign with celebrities. This sounds like a good idea, but it gets costly.
Micro-influencers are cost-effective, and they typically bring authentic followers to the brand. The impact that they micro-influencers has might bring less immediate attention, but it increases brand awareness overall.
A mentioned before, micro-influencers have higher engagement rates than celebrities do.
The reason for this is the number of followers. In the world of influencing, engagement is everything. The more engagement one has, the better a product does on the market.
Working with micro-influencers increases engagement for your brand. Also, because people are more likely to trust the opinion of micro-influencers because micro-influencers care about their online communities.
If you sell clothes and you partner with a celebrity, you may increase sales for a short period.
However, it probably won’t last very long. Why? Well, people love things that celebrities wear, out of admiration.
But their admiration for the celebrity might be the only thing they enjoy about the product. They probably don’t know anything about the product and what it does or how it relates to them as a person.
Boosting sales is essential, but brand awareness is more important than sales. Now, what if you partnered with micro-influencers that are passionate about fashion?
Micro-influencers blog, tweet, and post about products that they love because they actually enjoy those things. They blog about the latest products and give honest opinions about each item they love and don’t love.
Depending on your goals as a brand, it probably makes sense to partner with a micro-influencer that will share your brand in an authentic way.
Authenticity and Credibility
Authenticity ties into everything we’ve mentioned so far.
Celebrities come off as inauthentic because of their status as a celebrity. Most people are aware of the fact that celebrities get paid a lot of money to promote products.
They want to know that a star cares about a product before pushing it to their audience.
In comparison, micro-influencers have a genuine love for the products they recommend to others. They are also knowledgable of the products they promote, and it shows in their content.
Basically, micro-influencers are rusted sources because consumers perceive them as people that care about honesty more than social status. They are popular enough in their circles to increase awareness and sales for your brand.
A brand’s budget is one of the most important things.
Your budget also determines the choice to use micro-influencers or celebrities. Stars typically charge a lot for product features. Sometimes, a brand has to shell out tens of thousands of dollars just for one post! That’s a lot of money for a new brand that doesn’t have the budget.
If you’re a new brand, the best way to increase your awareness is to use micro-influencers. They won’t break the bank, and you’ll get better results.
The important thing is that you build your budget according to what you need. Don’t try to pay for celebrities if you don’t have the budget.
Be open to other possibilities!
Advantages and Disadvantages
The benefits of a micro influencer community is that they’re motivated to share positive and relevant content about a brand they enjoy.
They are way more trustworthy than traditional advertising, and any other type of influencer, especially celebrities.
A successful brand ambassador, such as many micro-influencer, has the potential to drive sales, increase brand awareness at a fraction of the cost. The disadvantages are few but still relevant and relate to what you specifically need for your brand.
If your goals revolve around increasing sales quickly, then micro-influencers might not be the best option.
Think of micro-influencers as marathon runners and celebrities as sprint runners. Micro-influencers are great for long term goals. The campaigns you create will require that you have a cohesive team ready to bring the vision to life.
So, Which One Will You Choose?
If you want to create a loyal community for your brand, partnering with micro-influencers is the best option for you.
Loyalty is essential for a brand that cares about longevity. To be clear, longevity is something that every brand should care about!
As mentioned before, micro-influencers are marathon runners and will bring you the loyalty and longevity you need. If you need quick sales that spread your brand name quickly, a celebrity might be the best bet for you.
As always, if you need guidance on what to do, and which influencer to choose, BeautyClout is here to help.
We’ve got all the information you need to get started in the influencing world.
If you need a list of influencers, bloggers, or celebrities in the influencing world, BeautyClout is the place to be!