The Rise of Micro-Influencers: Less Is More When It Comes To ROI

2 Min Read |

According to a study from Experticity, 82% of consumers have higher chances of listening to recommendations from micro-influencers.
Micro-influencers are people who have gained a dedicated following on their social accounts of 5,000 to 50,000 followers. Though the audience may seem small they tend to have higher engagement rates than influencers with several thousand followers due to their niche focus. Their audience know what to expect from them and value their authenticity.

This year’s L2 Intelligence Report confirmed that there’s an inverse correlation between the number of followers and the engagement rate in Instagram influencers. A large follower size does not guarantee successful engagement anymore.

Cult brands like Glossier have always used micro-influencers but now larger companies such as Johnson & Johnson are starting to see the added value in working with niche accounts.

So how brands can benefit from this trend on the rise:

• Higher Engagement: Micro influencers are more likely to interact and engage with their followers through likes, follows and comments because of their smaller following.
• Higher Conversation Rates: Research, which comes to us from analytics company Annalect and Twitter, shows that 49% of people trust influencers’ recommendations prior to making their purchase decision. We value other people’s opinions, and therefore are more likely to read and trust recommendations and reviews before purchasing a product.
• Micro Influencers Are Affordable: Micro influencers don’t command the high fees often associated with tier 1 influencers, so consider working with more than one to reach your target customer across different channels.
• Niche Markets: Investing in someone that reflects your brand values intimately and appeals to a particular kind of audience is more valuable than using macro influencers that have a vast and unclear following.

The influencer marketing industry is on track to be worth up to $15 billion by 2022. If your audience is online and you’re looking into grow your brand loyalty and build brand awareness, make sure influencer marketing is part of your broader marketing strategy.

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