From bloggers to vloggers, the spectrum of digital influencers is continuously growing and evolving, but while many brands enter into a ‘digital Hunger Games’ to work with people who have a couple of hundred thousand followers to those with several million followers, an increasing number of retail brands are seeing the benefits of working with micro-influencers to help generate even better results.
So, why should you incorporate working with micro-influencers into your digital strategy?
Nowadays, people are becoming savvier of scripted advertising campaigns, with some celebrities receiving a negative response to images they have posted holding a product with a caption that has clearly been written by the brand itself. Micro-influencers, on the other hand, tend to offer a more genuine recommendation – and since they are often considered to be an expert in their particular niche, their recommendations are often thought of as more trustworthy and credible, which generally leads to a higher conversion rate.
In fact, research by BlogHer found that 81% of respondents to their survey said that they trust the information and advice that bloggers offer, and 61% have actually made a purchase based on a recommendation from a blogger.
Although micro-influencers may not have the mass of followers boasted by celebrities and Instagram superstars, they tend to have a more active and organic relationship with their fans. This allows them to keep things relatively personal, and means that their followers will have a keen interest in what they have to say, resulting in a higher engagement rate. By working with a couple of micro-influencers who specialise in a niche, relevant to your product, there’s a good chance they’ll be able to drive a higher conversion rate, as their audience is highly relevant to your business.
Whilst most celebrities will charge hundreds of thousands of pounds for social advertising, micro-influencers tend to base their advertising rates on their follower count – making them much more affordable for businesses. Results from a study conducted by Bloglovin of 2,500 micro-influencers found that 84% charge $250 or less, and 97% do not charge more than $500 for one Instagram post. This makes them ideal for brands that may have a limited budget, or those who are looking to work with a number of people, or are only dipping their toes into the pool of influencer marketing to grow their brand.
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