As social media has become increasingly commonplace in our lives, influencer marketing has also grown in popularity. According to data from Statista, in 2021 the entire industry was worth almost $14 billion U.S dollars, a 49% increase from 2020. As brand-influencer partnerships become increasingly common, competition for deals with celebrities and mega-influencers increases. There are only so many mega-influencers out there, and many brands can’t afford their high fees. However, this isn’t to say that small and new businesses can’t afford to work with influencers, in fact, collaborations and partnerships with smaller creators have grown in popularity the past few years and are hugely beneficial for brands.
Micro-influencers are more cost effective.
Micro-influencers charge less for promoting a product. There is no hard-and-fast rule for calculating an influencer’s fee. The cost depends on many factors, such as, platform, campaign type, content type, the influencer’s engagement rate, and of course the influencer’s reach. But in general, it is safe to say that the larger the following, the more expensive the fee.
Smaller creators earn a living by working with brands. Creator economy programs help influencers make money, but for small creators it is often not enough to be sustainable. With programs like content subscriptions, it is typically only the top creators who are making the big bucks. As a result, big creators can afford to pass up new sponsorship opportunities while demand among smaller influencers grows. Cultivating relationships with smaller influencers is also a great strategy long term. As their following grows, many influencers remember and continue to work with the brands who supported them early on in their careers.
Micro-Influencers are viewed as more trustworthy
One of the strongest arguments for working with a micro-influencer is that what they lack in reach, they make up for in trust and loyalty. Consumers only value a recommendation by an influencer if they trust them, and consumers often view smaller influencers as more relatable and therefore more trustworthy. It is easier for consumers to envision themselves using the products and services promoted by smaller influencers and therefore consumers are more likely to take action based on their recommendations.
Micro-Influencers Have Niche Communities
Micro-influencers tend to have smaller, yet more targeted audiences than mega-influencers. Micro-influencers typically grow their following by talking about one or two topics. Therefore, working with a micro-influencer who’s community of followers aligns with your target audience is a great way to make sure your brand is getting noticed by the right people.
Micro-Influencers Have Higher Engagement
Micro-influencers often have better engagement rates than mega-influencers and celebrities. According to The State of Influencer Marketing 2021: Benchmark Report, on Instagram micro-influencers have an average engagement rate of 3.86% while mega-influencers have an average engagement rate of 1.21% and the pattern is the same across other social media platforms such as Youtube and TikTok. Depending on your marketing goals, the engagement may matter more than the follower count.
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