Micro-influencers are an extremely potent type of influencers. In this online video tutorial we will study both their generic characteristics and look into concrete examples. In this video, we cover the advantages of working with micro-influencers, costs, and you can learn how audience engagement correlates to reach.
- [Trainer] In this video, we are going to learn about micro-influencers. We will study what they are and why you, as an advertiser, should seriously consider them when planning your next influencer marketing campaign. While there's no one universally accepted definition of a micro-influencer, there are certain characteristics which most marketers seem to associate with them. Among the more commonly mentioned ones are their non-celebrity status, expertise in specific field, their passion about a specific subject, their follower account of 100,000 followers or less, high engagement rates, and capability to motivate others to take action.
The underpinning idea is that here we are talking about a non-celebrity individual who influences a relatively small but highly engaged follower base. Micro-influencers come in a range of genders, ages, passions, and expertise. Here are just a few examples. A teenage girl who reviews lip balms on Instagram, a kayak fishing enthusiast who runs a popular YouTube channel, or a photography expert who blogs regularly and maintains an opt-in email list.
You get the idea. There is also a type of micro-influencers that deserves a separate mention, thought leaders or brandviduals. Scott Monty coined the latter term for experts in niche fields focused on developing their own personal brands. Lee Odden added that it's important to differentiate between someone who's exclusively focused on being well-known, and someone who is a true thought leader, and who is focused on creating content based on intelligence, experimentation, and observations.
There are several advantages to focusing your attention on micro-influencers. Among them are their deeper engagement rates with the audience, a better approachability of the influencer, lower costs, around a couple hundred of dollars or even a free product, versus tens or hundreds of thousands in macro influencer cases, their higher potential for building long-term relationships, better flexibility on various levels from compensation options to timelines and marketing channels to tap into, and better conversion potential.
An Experticity survey of 6,000 internet users found out that 82% of them were highly likely to follow a recommendation made by a micro-influencer. Observations show that while influencer marketing campaigns run through celebrities do yield conversions, activation of 30 to 40 micro-influencers result in even more business. It all boils down to the engagement. A 2016 study by Markerly, which analyzed posts of more than 800 Instagram users, discovered that the higher the follower count is, the lower the engagement trajectory drops.
Those with 1,000 followers or less generally receive post likes 8% of the time. Those followed by 1,000 to 10,000 people have a like rate of 4%. Those with 10,000 to 100,000 followers register a 2.37% like rate. Comments drop with the follower count as well. Instagrammers with 1,000 followers have 13 times more engagement on the comment front than those with 10 million or more followers.
To give you a ball park of what a mention by a micro-influencer may cost you, it is helpful to turn to a 2016 research conducted by Bloglovin', whereby they surveyed 2,500 of its micro-influencers and discovered the following fees: 90% charge less than $250 for a branded blog post, 83% under $150 for a branded tweet, and 84% less than $250 for a sponsored Instagram post.
Keep in mind though, that there may be other ways to compensate your influencers. According to GroupHigh's 2015 influencer marketing report on compensating influencers while maintaining consumer trust found out that 15.5% of influencers will work with you for free product, and some will consider affiliate marketing relationships as well. Micro-influencers are capable of yielding macro results, both generating interest and influencing action.
Advertisers, regardless of the vertical, should seriously consider making them a part of their influencer marketing efforts.
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- Types of influencers
- Tools for influencer identification, research, and comparison
- Finding contact info
- Activating influencers
- Measuring the effectiveness of influencer marketing