Anyone running a business is aware that they need influencers to reach the target audience. Influencers are more than just putting the brand and the products across to the audience. They are influencing people to make the purchase, hence improving your sales. In addition, the sales done by the influencers are more natural and authentic, which helps build a loyal customer base. So, if you have not started working with influencers, it is time you do so and start with micro-influencers. Suppose you wonder about the benefits of working with micro-influencers and not hiring macro, mega, or celebrity influencers. In that case, we will discuss in-depth about it in this article.
Who Is A Micro-Influencer?
The influencer world has been categorized into four levels of influencers based on the number of followers. Here is the categorization:
Nano influencer: Have less than 10,000 followers but a minimum of 1,000
Micro influencer: Followers between 10,000 to 100,000
Macro influencer: Followers between 10,000 to 1 million
Mega/Celebrity influencers: 1 million-plus follower.
In a crux, micro-influencers have a bigger target audience than nano-influencers but less than the other two categories. But it is important to note that micro-influencers have better engagement with their followers and are often niche communities. That eventually makes micro-influencers valuable for brands with a smaller target audience but who want to increase engagement.
So, irrespective of the industry, if a business has a niche audience, hiring a micro-influencer for marketing can prove the best strategy.
5 Benefits Of Working With Micro-Influencers
Before we go into the top five benefits that a brand can have by working with micro-influencers, let’s state that you have to find the micro-influencer who works with your industry and cater to your brand’s niche. Finding a random micro-influencer won’t work because, unlike celebrities or mega influencers, they always work in a niche area. So, you have to take the time to research and find the influencer who aligns with your brand value and focus.
Without further ado, let’s list the top five benefits a company can have by working with micro-influencers.
Better Audience Engagement
Are you looking to boost your sales for the existing products or launch a new one? Whatever may be the reason, micro-influencers can be a good choice because they take the time to campaign your products regularly and ensure a higher engagement level with the audience.
You can leverage the influencers’ relationship that is there with the followers. It will help you have a better marketing metric since micro-influencers build their career based on responding to the questions asked by the audience quickly. Also, they offer a personalized responses to their followers.
As a result, the audience trusts them and has more faith in the products and the reviews they share. Allowing you to create an easier and faster impression about your products with the help of micro-influence influencers and turn the comments into actionable conversions.
The statistics can back all these that 78 percent of women base their purchases on the recommendation of influencers. On the other hand, 70 percent of millennials subscribe to the products promoted by their influencers instead of celebrities.
Authenticity With A Niche
Ninety-two percent of consumers stated that they trust products and services recommended by peers instead of those advertised. As a marketing specialist, you have to find a person who can be trusted and who caters to your business or brand values. That person often is the micro-influencers who work within your niche area.
Micro-influencers leverage their career on constant engagement and authenticity with their audience. The already established niche community considers the micro-influencers their friend or someone they can trust. Hence their word-of-mouth recommendation strategy reigns supreme. A testimonial, a mention, or a full-fledged collaborative work with them means they are not only putting you in center stage but also backing you with their already established authenticity.
Micro-influencers know their audience inside out. It allows them to mold your product into content that the target audience will get interested in. If marketing strategists of thinking of catering to a niche audience and putting the weight of authenticity on the products or services, tapping into the talents of micro-influencers for the campaign will run a long way.
Better ROI
Irrespective of your brand or product, even if you have the budget to hire. Celebrity or mega influencer, you should rethink. This is if you are not a big brand name like Nike or Chanel. Micro-influencers are your best friend to ensure better and higher returns on investment.
They firstly charge less than the mega or celebrity influencers, and at times they are happy to do the campaign or collaborate with you in exchange for some other kind of compensation. It can be a percentage for every customer they bring in or get your products at a discounted rate or compensated by getting your products for a few months for free. You have the option to negotiate with them in paying for their services.
Despite the different compensations, they do not compromise the quality of work. Hence you can reach an exponential target audience that is invested in the influencer without having to make a hole in your pocket. But at the same time, ensure a higher return on the investment you made on the influencer since the followers can easily become your loyal customers.
Original Content
In most cases, celebrity or mega influencers do not make their content. This is because it does not reflect who they are or whether they use your product in real life. On the other hand, micro-influencers take the time to create new content for the products or services they collaborate with and ensure it is authentic and original and has its special touch.
With micro-influencers, you can be assured the target audience that you want to cater to will get genuine and original ideas about your brand or service that will set you apart from the others in the market. As a result, they help you to drive top-of-funnel traffic and sales. It can be easily measured with the help of CPA, a performance-based model.
So, consider micro-influencers your true partner and enjoy your revenue growth.
Hyper Intimate Conversation & Participation
Just because you are paying them less than mega or celebrity influencers just don’t think you can ask them to share your product or services based on the idea of ‘just because.’ With micro-influencers, you have to take the time to build a relationship.
It will then benefit you in sharing AMB materials for content, in-depth content that can be used for specific verticals. Their ability to offer you participation with the audience on an intimate level will help you become a trustworthy brand.
The hyper level participation is possible because micro-influencers take the sponsorships or promote a brand personally. Hence, you must find micro-influencers who align with your company’s product or service value.
Where To Find The Micro-Influencers?
Now that you have a fair idea about the benefits of working with micro-influencers, you might be wondering where to find them? Well, just connect with us at Afluencer, and we will help you find the right micro-influencer for your brand.
