Ed East: Will Micro-Influencers Be The Marketing Force Of The Future?
Ed East is the founder of Billion Dollar Boy – an influencer marketing agency who work with the likes of Primark, Sky and BMW
When describing a social media influencer, it is easy to think of instagram celebrities with millions of followers and a massive outreach. However, these aren’t the only people on social media that have a platform to influence their followers. These are called micro-influencers, who are defined as having accounts with between 5,000 to 25,000 followers across Instagram, Twitter or Facebook. Micro-influencers are typically focused on one niche and often have highly relevant audiences that are interested in this specific niche.
Micro Influencers and Influencer Marketing Strategies
While it is understandable to think that working with influencers that have many followers will make an influencer marketing campaign more successful, it is in fact engagement that drives the success of an influencer campaign. This is where micro-influencers come in as more often than not, their engagement levels are far higher than larger influencers.
They are able to interact with their audience on a more personal level due to their smaller follower base. They can speak to their followers directly and build a trusting relationship, ultimately giving them more influence.
In a study by Experticity they found that “micro–influencers have up to 22.2 times more “buying conversations” that include product recommendations each week than an average consumer.” They also found that “82% of consumers are “highly likely” to follow a recommendation made by a micro–influencer, compared to 73% who are highly likely to act on a recommendation from an average person.”
These stats show that a micro-influencers audience are more relatable and accessible, making their audience ready to listen to them and willing to purchase based on their recommendations. This makes it is clear that marketers should should not dismiss micro-influencers in their marketing strategies.
Return on Investment
Influencer marketing is not just about getting your brand seen on a celebrity influencers instagram account. This obviously requires a big budget, and is not a viable option for many brands. Therefore, one of the major benefits of working with micro-influencers is their cost effectiveness.
Especially for small to medium sized brands, working with micro influencers can increase exposure and boost engagement whilst still being affordable. This can be through featured posts, reviews and advertisements on the pages of micro influencers. Saving money is not the only reason to work micro-influencers though because of their exceptionally high return on investment.
This is due to their highly relevant audiences and engaged following, so campaign ROI can be much higher than when working with larger influencers. Working with more than one micro-influencer can boost this ROI even further, and be much more cost-effective.
The potential from working with micro-influencers can be massive. Some of the priority metrics that define a successful influencer marketing campaign includes a high return on investment and excellent engagement, and as seen above micro-influencers can deliver on both of these.
To view our article on 11 ways to find micro-influencers for your business, click here