Micro-influencers: How Micro is getting Macro results for brands

Micro-influencer, @pipartus

Apparently, bigger isn’t always better, with the recent word through the social grapevine being:

The smaller the social influencer’s audience, the stronger the engagement.

To put things into perspective, a social influencers following can range from 1k to 100’s of millions (so pretty damn broad). Micro-influencers generally covers the 1-10k mark, and macro-influencers and celebrities tackle the rest. So micro-influencers have, for a lack of a better word, a very micro following. But those micro numbers are getting macro results for businesses, and we’ve put together a list of five reasons why micro-influencers can be the key to influencer marketing success.

1. COST

The main reason brands & agencies are increasingly willing to shift down the popularity ladder to influencers with smaller audiences, is because micro-influencers are highly cost-effective.

How? Well, it’s like hitting 20 birds with one stone. Your influencer budget could get you one celebrity influencer, or 20 micro-influencers. Not only are micro-influencers significantly cheaper than macro-influencers, but they reach a niche (generally local) audience, that is far more engaged which generally leads to a higher conversion rate and return on investment. Where possible, a combination of both micro and macro influencers works best. When it comes to price, the market is always changing, but in New Zealand you can look to spend about $100-$500 for a post by a micro-influencer, depending on factors like follower count, engagement, industry and more.

2. HIGHER AUDIENCE ENGAGEMENT

Smaller audiences are not only more loyal but far more engaged (liking, commenting and sharing). To put it simply, the smaller the following, the closer their followers are to being actual friends. Which means, they generate high engagement. Once an influencer builds a larger following, their followers are further removed, resulting in less engagement.

In a strange way, it’s kinda like being at a Ricky Martin concert (or any concert if you’re not a fan of Ricky). The front row is like the micro-audience, and the back row, the macro audience. Ricky can get up close and personal, look right into the eyes of the front row, give them a high five, even sweat on them a little. As the rows go back, and the crowd gets bigger (or the followers) that personal connection, authentic engagement, and overall relationship dilutes. See what we did there.

3. BRAND AWARENESS AND EXPOSURE

As we mentioned before, about hitting the 20 birds with one stone thing. Well, it’s not only cheaper to use multiple micro-influencers, but, it also gives you the ability to reach lots of strong niches through different avenues. This will ensure your target audience is regularly exposed to your brand or product. And therefore, allow you to strategically reach your target market, and increase brand awareness and exposure. Boom!

4. AUTHENTICITY OF THE MICRO-INFLUENCER

You’ll believe your friend’s recommendation over a celebrity’s, right? Well, we hope so. It’s the same case with macro vs micro audiences. That’s because a micro-influencer isn’t a celebrity living their life in the spotlight, constantly being paid to promote every brand under the sun. In fact, most people wouldn’t recognise them if they were walking down the street. Which makes them much more relatable. Maybe they’re a friend of a friend, live in the same area, go to the same local coffee spot, maybe they’re a dog lover too.

Whatever it is, their following encompasses a much tighter, engaged circle. And with that comes trust and believability. So when a micro-influencer promotes a product they truly love, it comes off as much more authentic to the viewer. Which is key, because people are becoming excellent online BS detectors.

Picnic by micro-influencer, @pipartus in collaboration with Ngatarawa Wines

5. BULLSEYE TARGET AUDIENCE

Since micro-influencers have a niche audience that’s far more refined and specific, it’s now a piece of cake for brands to cut through the millions of Instagram users and communicate to their exact target audience. However, in order to effectively connect with the influencer’s audience, it’s important to make sure your brand or product is authentic to the influencer’s messaging, morals, and overall Instagram feed.

All in all, micro-influencers are beginning to change the game of social marketing into something, well, macro. From having authentic, believable content, higher engagement with your ideal audience, while also being a cost-effective option. It’s only logical why more and more brands, with both small and large marketing budgets, are getting on the micro bandwagon.

If you’re considering working with a micro-influencer, or any social media star – you can get set up on our platform, or talk to one of our campaign experts.

INCREASE THE ROI OF YOUR INFLUENCER GENERATED CONTENT

Reduce, reuse, recycle is a phrase that has stuck with us since primary school and now that piece of advice doesn’t just benefit the environment!

Influencer generated content, created for your business, can be the gift that keeps on giving if you repurpose it for other marketing channels effectively. No matter the size of your marketing budget, it’s important to ensure that all activity is offering you a long-term return on investment.

To help you reap the benefits of your influencer marketing activity long after your creators share their content deliverables, here are a few recommended ways that you can cross-promote your IGC.

OWNED SOCIAL CHANNELS

Influencers will share your brand content on their own social channels, but the amplification of their content doesn’t need to stop there. Influencer content that endorses someone’s experience with your brand offers a cheaper CPE in paid advertising and often increases a user’s decision to learn more by clicking through to your website.

Remember that 92% of consumers reportedly trust recommendations from others on social, even if they are influencers who they do not know, over content created by brands. This statistic highlights the importance of IGC to a brand’s social and digital marketing strategy.

DIGITAL CHANNELS

Curated influencer content from people who your consumers trust, repurposed for your website, enhances people’s dwell time on your site and increases EDM engagement and click-through. IGC can offer you authentic website, article or blog content that will strengthen consumers trust and subtly highlight the benefit of your brand within your customer’s lifestyles.

PAID MEDIA INVESTMENTS

IGC doesn’t just generate greater click-through rates in paid social ad units; it also drives higher click-through than brand lead content in digital display, YouTube pre-roll and in-app advertising. Above the line media using influencers in outdoor advertising is also reported to drive greater advertising recall than brand lead content.

EXAMPLE OF REPURPOSED INFLUENCER CONTENT

For a great example of repurposed influencer content, take kiwi videographer Logan Dodds Go Pro Hero6 Instagram post. We have repurposed his post by photoshopping it onto a bus stop sign, giving you an idea of just how efficient Influencer content can be in settings well outside the realms of social media.

trekker

A FEW THINGS TO REMEMBER WHEN REPURPOSING INFLUENCER GENERATED CONTENT

  • Always give credit, whether that is within your image, messaging or captions.
  • If you’re creating a contract, make sure to include points that address the ownership of content and usage rights. These contracts can be complicated so never assume anything! It’s always best to have agreements for this ready to go in advance of content being created & shared where possible.
  • If you aren’t sure about usage, ask. Chances are your influencer will be okay with the repurposing since it doesn’t require any more work from their end and offers them added exposure – but keep in mind that many influencers are now professionals, with hugely valuable personal brands, so don’t be surprised if they do have an additional price point depending on desired usage and placement.

Last but not least, if you are repurposing influencer content remember to always use content that has performed well. Choose a few Influencers that have had popular posts and repost them where an engaged audience can view them.