When it comes to brand reliability, there is nothing quite like word-of-mouth recommendations, which leverages an individual’s trust in fellow consumers’ opinions. This has translated into audiences looking to social media influencers for recommendations in the digital age. Influencer marketing is an effective way to reach consumers that removes the barrier of traditional advertisements and is thus a key pillar of digital marketing.
Deciding which influencers to work with is challenging: Who would best boost your brand visibility and growth? Is a mega-influencer always a better choice than a micro-influencer?
In this article, we have compiled a few reasons micro-influencers are an excellent way to boost your brand growth.
What are micro-influencers?
Micro-influencers are influencers who have about 10,000 to 100,000 followers on a given social media platform. They also often concentrate on a niche topic, such as plus-size fashion or vegan desserts.
So, why would you want to work with micro-influencers when macro-influencers have a more extensive reach?
Authenticity
Authenticity is currency in the world of influencer and key opinion leader (KOL) marketing. As micro-influencers tend to have fewer resources and connections, they appear more relatable and approachable to their followers. Hence, their recommendations feel more like those from a friend than a sponsored celebrity endorsement, with the latter being typically viewed as a paid advertisement. A micro-influencer’s seal of approval is thus more trustworthy and more likely to encourage conversions.
Engagement
Unlike macro-influencers and celebrities, micro-influencers can generally keep track of their interactions with their followers and consistently reply to comments and direct messages. This characteristic allows them to create more intimate connections that are more likely to yield constant long-term sales and brand loyalty.
With high engagement rates and tighter communities, working with micro-influencers is ideal for promoting brand growth.
Targeted reach
Micro-influencers concentrate on a niche audience and create content based on one to three topics, which allows them to connect deeply with the community and makes it easier for followers to know what to expect from the influencer. This ensures that your product or service gets exposed to the exact kind of people who will be interested in buying it.
Budget
As an influencer’s follow count increases, so does the cost of working with them. Hence, micro-influencers are more affordable options. Given that they have higher engagement rates, working with them is generally more cost-effective and yields a better return on investment.
A lower cost also means that you can engage with a few influencers at once, with each covering different market segments, thus broadening the reach of your campaign or promotion.
Conclusion
If you’re considering an influencer or KOL marketing strategy, it’s important to remember that bigger isn’t always better. Because of their online image, engagement, and cost, micro-influencers are sometimes better choices than macro-influencers and celebrities.
For those looking to work with the right social media influencer in Singapore, check out Kobe. We are an influencer marketing agency experienced in matching brands with influencers for optimal results. Contact us at https://www.getkobe.com/ to find out more.
