Why Instagram micro-influencers are more effective than influencers
They say bigger is better … but in the case of the influencer strategy, the reverse may also be true.
The latest data shows that micro-influencers, i.e. influencers with 10,000 or fewer followers , are achieving the best results for brands and companies. More engagement and more clicks.
In this article we will talk about the situation of influencer marketing and the advantages of turning to Instagram microinfluencers to increase the sales and popularity of your products / services.
Influencer marketing has been on the rise for years. Today, influencer marketing is a key strategy of direct-to-consumer brands, e-commerce stores – B2B companies are also coming into play.
The premise is simple: find someone with an audience willing to share the love for your product.
There are a lot of similarities to celebrity endorsements and word of mouth marketing. Just like with these strategies, influencer marketing aims to make a brand more trusted in the market, especially with younger demographics. In fact, studies show that 70% of millennial consumers are influenced by their peers’ recommendations in purchasing decisions.
Social networks are also passionate about influencer marketing. Recently, for example, we saw Instagram launch features related to branded content and ads, features that make it easier for Creators and brands to collaborate.
But as with anything popular on social media, there is a risk of oversaturation.
Have we reached this point with influencer marketing?
We think the landscape has changed, of course – and we’ll share some numbers on that later – but overall, we still believe influencer marketing is a strong option for increasing your social media exposure, drive traffic to your site and sell more.
In fact, we believe micro-influencers are taking influencer marketing to a whole new level.
Put simply, micro-influencers are those with a smaller audience. We’re talking about an audience size of 10,000 instead of 100,000.
These may not be the people you think of first when you think about influencers but they deserve your attention. At the micro level, there is stronger commitment, better costs and tons of opportunities.
Read also: How to use Instagram to sell
The state of influencer marketing
We’ve had a lot of new stats to analyze over the past few weeks.
And depending on where you look and what you read, you may have very different perspectives on influencer marketing. Some people think it has peaked. Others think it’s still an extremely viable option.
First of all, the doubters.
Data from analytics firm InfluencerDB shows that influencer engagement on Instagram is at an all-time low. The engagement rate in sponsored posts is half of what it was three years ago, dropping from 4% to 2.4%.
This applies to almost all categories of social content, even the much loved travel category. Travel influencer engagement has dropped to 4.5% this year from a high of 8% a year ago.
Like most things in marketing, there comes a point of diminishing returns. When a feed is full of sponsored posts and branded content, you can expect fewer people to click, like and buy.
But there is also the prospect that influencer marketing is doing well.
In a couple of recent studies – one from PR firm Edelman and one from social media marketing group HelloSociety – there was a very rosy picture of how influencer marketing is doing.
According to Edelman, the power of influencer marketing isn’t just about engagement. Influencer marketing is how people find products and buy products: 58 percent of people have actually bought a product due to an influencer recommendation, in the past six months.
And influencers also shine when it comes to follower metrics and network effects. In the HelloSociety study, respondents were more than three times more likely to follow an influencer than to follow a brand.
So what we’re seeing is that the influencer marketing landscape is changing.
And opportunities still abound.
Fewer followers the better
What’s interesting from the latest studies is that engagement improves the fewer followers you have!
Influencers with 10,000 followers or more have 3.6 percent engagement.
Influencers with between 5,000 and 10,000 followers have a commitment of 6, 3 percent.
And influencers with between 1,000 and 5,000 followers have the highest engagement with an engagement rate of 8.8%.
This can be a game changer for brands. Think of all the possibilities this opens up!
The micro-influencer niche isn’t just a subset of the biggest influencer marketing trend. It is the most successful subset out there. It goes much deeper than these engagement stats as well. We’ve put together a short list of other benefits for micro-influencer marketing.
Benefits of Instagram micro-influencer marketing
1. Micro-influencers open up a huge range of possible influencers for your brand.
According to a report by Mention, 15.7% of Instagram users have between 1,000 and 10,000 followers, which is right in the niche of micro-influencers. If you apply that percentage to Instagram’s one billion user count, it means there are 157 million micro-influencers to choose from. Wow!
And you can expect to find these micro-influencers in almost every conceivable category. We mentioned earlier that influencer marketing has expanded into places like B2B and non-traditional sales. Regardless of what you sell, be it business software or random goods and services, there is likely to be one micro-influencer or dozens of micro-influencers to choose from.
2. Micro-influencers are perceived as “people like me.”
Often, the traditional influencer with hundreds of thousands of followers can be more like a celebrity than a friend. With micro-influencers, that’s not the case. These are people who are much more easily recognizable and on an equal footing with consumers. Take this statistic from the Trust Baromter survey. The survey asked why people followed and trusted influencers. Reliability was almost twice as important as popularity. In addition, respondents rated the credibility of different social media groups, and the “people like me” category gained the most trust over the past year. 61 percent of people find information from “people like me” credible.
3. Their commitment is real
A Hit Search influencer survey found that not all influencers’ followers may be real. 98% of respondents said they saw uncertain behavior on the number of influencers’ followers. This is predictable to some extent: bots can target successful accounts, and the influencer ladder is capable of attracting all kinds of people, real and otherwise.
At the same time, there are likely to be very few problems with fake followers for micro-influencers. You may know that the followers you are targeting are real instagram followers and the engagement is genuine.
Okay, we’ve set the scene with many great reasons to try micro influencers.
Now let’s talk about how to create your own micro influencer strategy.
Read also: List of the best Instagram hashtags 2019-2020
Strategic tips for the Instagram microinfluencer
Much of the strategy for micro-influencers is similar to that of influencer marketing in general. We talked a lot about influencer marketing on a podcast episode last fall – we’ll link to it in the show’s notes – so we’ll draw some tips from there and add some new ideas about the micro influencer in particular.
1. Where to find the inflencers
There are really 4 places to find influencers for your brand. Google, databases, networks and influencer marketing platforms.
Google is a manual process of typing in keywords, scanning web pages for contact information, and then tracking the information in spreadsheets. I’d also like to group social media here – manually searching for social channels and hashtags for influencers relevant to a given topic.
Databases scrape the website for you, extracting the data available to the public. These are good places to start, but you’ll need to check out influencers yourself, similar to what you would do with a Google or social search.
In the middle of Google / social networks and databases are networks , which function as an agency that has relationships with influencers.
And finally there are the influencer platforms marketing. A platform often collects real-time information about the influencer’s performance and also does a good job of gathering a group of trending influencers and facilitating collaboration and connection.
For micro influencers, we believe Google and the social journey will be the best for finding influencers with smaller followers. Many of them may not yet exist in databases and platforms. If you do a social hashtag search for the keywords you’re targeting, it should reveal some good micro-influencer options that talk about these terms.
2. Be aware of the numbers you follow
As mentioned earlier when it comes to statistics, there is more to it than just effort to determine a successful influencer campaign. That said, the commitment to micro influencers is one of the key points.
Monica Jungbeck, global marketing manager for the Malibu brand, shared this interesting insight with Digiday. She said:
“For a global influencer with around 200 million followers, we don’t expect the engagement rate to exceed 5%, while for smaller influencers we expect the rate to double.”
3. Think outside the box when it comes to compensation
Big influencers will naturally want to be compensated, but the good news is that it doesn’t always have to be financially if you’re on a tight budget. This is especially true for micro-influencers. They are less likely to come at big prices like big influencers do.
You can offer them your product or products for free. Some brands offer influencers a free supply of their product for one year n exchange for a certain amount of content.
And of course you can also offer the influencer, a referral program, a certain amount of commission for every 1,000 people reached, or in sale, or whatever your goal is.
4. Optimize your micro-influencers for competence, authority and trustworthiness.
An easy way to remember this is the acronym EAT.
It’s the same acronym Google uses to optimize its search algorithm.
These are qualities that interest your audience. Trust, in particular, is what really resonates with people today. Nearly two in three consumers say they trust influencers’ messages about a brand more than a company’s advertising about their own brand. If you can judge your potential influencers by these metrics, your campaign will be in a great place.
UPDATE JANUARY 2021
THE BEST MICROINFLUENCERS OF 2021
The profiles we are about to tell you do not have Chiara Ferragni’s followers but they are equally a great opportunity for brands.
This, because they are characters who have, yes, a small following, but also a very strong bond with their community.
We have selected some of the best micro-influencers 2021 that could be considered by a brand or company based on their sector.
Thanks to the strength and constant communication that these characters have with their audience, their profiles are able to generate a very high level of engagement which is definitely more attractive than a profile with hundreds of thousands of followers and little interaction.
Alice and Alessandro – 120K + on Instagram
Alice and Alessandro have an account called A gipsy in the kitchen, in which they tell episodes of their life lived with fun and creativity. They travel the world together with their 4-legged companions, they live their personal gypsy world made of colors, delicacies, traditions, folklore, warmth and traditions.
Sector: cooking, travel, fashion
Andrea Caprini – 48K + on Instagram
Andrea is a young enthusiast and a graduate in photography, he works full time in advertising graphics and photographic art. His social profile of his is called Andrycurios, in which he offers many curiosities in the field of photography and the world of editing, a passion he has had since he was just 12 years old.
Sector: photography, art
Riccardo Bertrando – 96K + on Instagram
Even Youtuber, Bertrando starts his journey inspired by the gameplayers of Call of Duty and in a short time he gets a great success also on Instagram. His posts get a lot of interactions and the community seems to be very active. He entertains with social parodies and funny gags.
Sector: entertainment, videogames
Daniele Condotta – 98K + on Instagram
Starting from May 2010 he began his career as a comedian and stand-up comedian, after a few years of apprenticeship on the Italian stages dedicated to comedy, in 2016 he landed on social networks where he conquered a large audience. In fact, in addition to having been successful on Instagram, his comic videos are very popular and also shared on Facebook. One of the most loved videos surpassed 8 million views and 37k shares.
Sector: entertainment, comedy
Giulia Sinesi – 133K + on Instagram
Giulia Sinesi attended the make-up academy while attending university to qualify her passion, make-up. You started working as a sales assistant and then later became a retail trainer; she lives a work experience alongside an artistic director of a famous make-up brand and then begins to share her passion on social networks. She quickly gained the trust of her followers and today she is seen as a beauty expert.
Sector: make-up, beauty
Also read: 8 free ways to do marketing on Instagram
Source for the article: BufferBlog